Object Familiarity (Semantic Differential)

What it measures

Three semantic differential items assess the degree to which a person has seen, heard of, and feels familiar with a specified brand or object name.

Response format

7-point semantic differential

Scale items

• not at all familiar / extremely familiar
• definitely do not recognize / definitely recognize
• definitely have not heard of it before / definitely have heard of it before

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

Usage notes & scoring

Origin attributed to Simonin (1999) by subsequent users. Alpha .95 (Becker-Olson 2003); alphas .80 and .94 for car and microprocessor brands respectively. Blanks should be replaced with the brand or object name.

Recommended companion scales

Citation

Simonin, B. L. (1999). Ambiguity and the process of knowledge transfer in strategic alliances. Strategic Management Journal, 20(7), 595–623.

Keywords