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EMAC 2022 Annual

The Consumer’s Cognitive Flexibility Scale – Scale development and validation

Published: May 24, 2022


Nadine Benninger, Chair of Marketing and Consumer Research / Technical University of Munich; Jutta Roosen, Technical University of Munich


Studies show that product innovations are often likely to fail. This study focuses on mental capabilities that consumers need in order to solve the incongruence of innovative products. For this, we introduce a scale to measure cognitive flexibility in consumer research. The Consumer’s Cognitive Flexibility Scale (CCFS) was created and tested with two representative samples of 1057 and 696 German consumers. The two studies led to a reliable and valid CCFS consisting of 14 items with three facets reflecting cognitive flexibility of consumers in three regards: information use, shopping environment, and behavior and actions. Results show that the three facets of cognitive flexibility help explaining innovation acceptance of individuals. These different facets need to be considered by marketers who are launching new products in the market.