This four-item scale captures how far consumers see a company's sharing of personal details about its producers (such as their names) as a sales tactic designed to win them over. Fuchs et al. (2022) used it in Study 4, with 123 MTurk participants, in research on the value of making producers personal. The authors described it as adapted from Campbell and Kirmani (2000); since that work did not contain a multi-item measure, the items appear to have been written by the authors drawing on its ideas about persuasion knowledge.
7-point Likert (1 = strongly disagree, 7 = strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .93 in Study 4 (Fuchs et al. 2022, p. 492); validity was not discussed. Although the authors described the scale as adapted from Campbell and Kirmani (2000), that article did not include a multi-item measure, so it is best regarded as inspiration rather than the origin of the items. An additional study (Web Appendix A4) used a persuasion knowledge measure with somewhat different phrasing. In item 4 the blank is filled with a term for the people who make the product (e.g., 'producers'). Named with a qualifier to distinguish it from the Persuasion Knowledge Scale (ID 229) and Pricing Tactic Persuasion Knowledge Scale (ID 566).
Fuchs, Christoph, Ulrike Kaiser, Martin Schreier, and Stijn M.J. van Osselaer (2022), "The Value of Making Producers Personal," Journal of Retailing, 98 (3), 486-495.
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