Information Source Importance (Internet Sources)

What it measures

A multiple-item Likert-type scale designed to measure the importance placed by a consumer on information from websites in learning about a specified topic.

Response format

7-point Likert scale

Scale items

• Internet advertising
• brand websites
• websites
• The generic name of the category of goods or services the consumer is trying to learn about should be placed in this blank, e.g., Health- related websites.

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

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Kim, Wonsuk Jerry and Karen Whitehill King (2009), “Product Category Effects on External Search for Prescription and Nonprescription Drugs,” Journal of Advertising, 38 (1), 5-19.

Keywords