This scale measures how much a person tried to align their opinion with others' opinions at a particular time or event. Tsai, Zhao, and Soman (2022) used it in the pretests of two studies examining how salient knowledge that others are evaluating an object reduces judgment extremity.
6-point scale (strongly disagree to strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was strong in both pretests (α = .89, Study 4; α = .91, Study 5; Tsai, Zhao, and Soman 2022, pp. 378-379). The scale's only reported use was as a manipulation check in these pretests, where it registered a successful conformity-motivation manipulation in both cases; that successful use provides preliminary support for its predictive validity even without a separate substantive-model application. The source of the scale was not stated and it appears to have been created by the authors. Higher scores indicate greater conformity motivation.
Tsai, Clair I., Min Zhao, and Dilip Soman (2022), "Salient Knowledge that Others are also Evaluating Reduces Judgment Extremity," Journal of the Academy of Marketing Science, 50 (2), 366-387.
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