This three-item scale measures how likely a person is to recommend something to a friend or co-worker, and the wording can be tailored to many kinds of recommendation. Wang and Chen (2022) used it in research on how incentive structures in referral programs interact with self-construal, building the items around key words from a scale by Jin and Huang (2014).
7-point scale with item-specific anchors (e.g., definitely not / definitely; very unlikely / very likely; not at all / very much)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .93 (Study 4 and Supplemental Study 4) and .94 (Study 6) (Wang and Chen 2022). Studies 1-3 and 5 measured referral intention with a different item set adapted from Wirtz et al. (2013). Validity was not discussed. Each blank is filled with a phrase describing what is being recommended, for example, open a credit card with this bank (p. 1102). Scores run from 1 to 7, with higher scores indicating stronger intent to recommend. See also Intention to Recommend (ID 1277) and Word of Mouth Intentions Scale (ID 213).
Wang, Lili and Zoey Chen (2022), "The Effect of Incentive Structure on Referral: The Determining Role of Self-Construal," Journal of the Academy of Marketing Science, 50 (5), 1091-1110.
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