Opinion Leadership Scale

What it measures

The most widely used product-specific opinion leadership scale, originally adapted from Rogers & Cartano (1962) and subsequently revised by Childers (1986) with improved response formats. Items are adaptable to any product category by inserting the category name. The Childers (1986) revision is recommended for most research — coefficient alpha 0.83 (6-item version after deletion of item 5) to 0.88 across samples. Flynn et al. (1994) confirmed that a 6-item version (deleting item 5) shows superior unidimensionality via SEM and alpha 0.78–0.88 across four samples. Correlates with product ownership (r=0.28), domain-specific risk, innovativeness, and prior adoption behaviour. Means differ across known groups (premium cable subscribers M=20.0 vs refusers M=15.2 in Childers 1986 Study 2).

Response format

Original King & Summers (1970): mixed — 5 items dichotomous (1–2), 2 items trichotomous (1–3); range 7–16. Revised Childers (1986): 7 items on 5-point bipolar scales; range 7–35 (or 6–30 after recommended deletion of item 5).

Scale items

Childers (1986) Revised Opinion Leadership Scale — 5-point bipolar scales. Delete item 5 for the recommended 6-item version. [Product category] = insert relevant domain.

• In general, do you talk to your friends and neighbors about [product category]: very often (5) — never (1)
• When you talk to your friends and neighbors about [product category] do you: give a great deal of information (5) — give very little information (1)
• During the past six months, how many people have you told about [product category]? told a number of people (5) — told no one (1)
• Compared with your circle of friends, how likely are you to be asked about [product category]? very likely to be asked (5) — not at all likely to be asked (1)
• In a discussion of [product category], would you be most likely to: listen to your friends' ideas (5) — convince your friends of your ideas (1) [REVERSE — delete for 6-item version]
• In discussions of [product category], which happens most often? you tell your friends (5) — your friends tell you (1)
• Overall in all of your discussions with friends and neighbors, are you: often used as a source of advice (5) — not used as a source of advice (1)

King & Summers (1970) Original — mixed dichotomous/trichotomous format. [Product] = insert category.

• In general, do you like to talk about [product] with your friends? Yes=1 / No=2
• Would you say you give very little information, an average amount, or a great deal of information about [product] to your friends? Very little=1 / Average=2 / Great deal=3
• During the past six months, have you told anyone about some [product]? Yes=1 / No=2
• Compared with your circle of friends, are you less likely, about as likely, or more likely to be asked about [product]? Less likely=1 / About as likely=2 / More likely=3
• If you and your friends were to discuss [product], would you mainly listen or try to convince them of your ideas? Mainly listen=1 / Try to convince=2
• Which happens more often — do you tell your friends about some [product], or do they tell you? You tell them=1 / They tell you=2
• Do you have the feeling that you are generally regarded by your friends and neighbors as a good source of advice about [product]? Yes=1 / No=2

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

Usage notes & scoring

Two versions are presented: King & Summers (1970) original (mixed dichotomous/trichotomous format; range 7–16) and Childers (1986) revision (5-point bipolar scales; range 7–35). The Childers revision is strongly preferred for its superior psychometrics. Flynn et al. (1994) recommend deleting item 5 ('In a discussion... would you mainly listen or try to convince?') which also requires reverse coding in the Childers version, yielding a 6-item scale (range 6–30). Replace the bracketed product category with the relevant domain for each study. Childers item 5 requires reverse coding; items 1, 3, and 6 in King & Summers require recoding.

Recommended companion scales

Citation

King, C.W., & Summers, J.O. (1970). Overlap of opinion leadership across product categories. Journal of Marketing Research, 7(1), 43–50.

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