Perceived Email Sender Identity (Peer vs. Expert)

What it measures

A four-item sentence-completion scale measuring whether a marketing communication's sender is perceived as a fellow patient/customer (peer) versus a company representative or expert. Two items positively keyed toward peer identity; two reverse-scored toward company identity.

Representative items

• [The sender seems] like a person who has the same illness.
• [The sender seems] like a company expert. (r)

Citation

Harmeling, Colleen M., Martin Mende, Maura L. Scott, and Robert W. Palmatier (2021). Marketing through the eyes of the stigmatized. Journal of Marketing Research, 58(2), 223–245.