Familiarity (General)

What it measures

A three-item bipolar scale designed to measure the extent of a person's awareness of and experience with a particular stimulus.

Response format

7-point scale

Scale items

• Unfamiliar / Familiar
• Inexperienced / Experienced
• Not knowledgeable / Knowledgeable

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

Usage notes & scoring

Reported alpha coefficients range from .85 to .97 across samples or studies.

Citation

Kent, Robert J. and Chris T. Allen (1994), “Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity,” Journal of Marketing, 58 (July), 97–105.

Keywords