Opinion Leadership (Product Category Specific)

What it measures

A six-item likert scale designed to measure a consumer’s belief that other consumers come to him or her for information about products to buy and are influenced by the information received.

Response format

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

Scale items

• My opinion on __________ seems not to count with other people. (r)
• When they choose a __________, other people do not turn to me for advice. (r)
• Other people rarely come to me for advice about choosing __________. (r)

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

Usage notes & scoring

Internal consistency (alpha = .88) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Bruner II, Gordon C., Anand Kumar (2007), “Gadget Lovers,” Journal of the Academy of Marketing Science, 35 (3), 329-339.

Keywords