A six-item semantic differential scale measuring a person's overall attitude toward a specific salesperson across evaluative dimensions including quality, effectiveness, pleasantness, usefulness, likeability, and helpfulness. Items draw on the well-established semantic differential attitude tradition and collectively provide a comprehensive assessment of interpersonal attitude toward a sales representative. Applicable in both organisational and retail buyer-seller research, the scale has been validated in both B2B and consumer-facing contexts.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Three reliability estimates: α = .95 (Brown 1995 main study); α = .83 (Study 1) and α = .80 (Study 2) — Lee & Lim (2010, Journal of Marketing Research 47(6), 1151–1161), who used a reduced four-item version (items 1–3 and 5). The lower estimates in Lee & Lim (2010) may reflect the shorter version or different sample characteristics. VALIDITY: Brown (1995) conducted a pretest assessing reliability and validity but provided limited detail. NOTE: A four-item version (items 1–3 and 5) was used by Lee & Lim (2010); the six-item full version is presented here. Researchers using a subset should report which items were included.
Brown, Steven P. (1995). The moderating effects of in-supplier/out-supplier status on organizational buyer attitudes. Journal of the Academy of Marketing Science, 23(3), 170–181.
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