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.
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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