Endorser Similarity

What it measures

A three-item likert scale designed to measure the degree to which a person believes that an endorser is similar to him/herself.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• and I probably have similar values and beliefs.
• is quite a bit like me.
• It’s likely that __________ and I have similar tastes and preferences.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Reported alpha coefficients range from .82 to .88 across samples or studies.

Citation

Feick, Lawrence and Robin A. Higie (1992), “The Effects of Preference Heterogeneity and Source Characteristics on Ad Processing and Judgments About Endorsers,” Journal of Advertising, 21 (2), 9-24.

Keywords