This scale measures how warm, forgiving, and easy-going a customer perceives a salesperson to be, drawing on the agreeableness dimension of personality. Burchett, Murtha, and Kohli (2023) used it to characterize customer perceptions of salespeople following a recent in-person interaction.
Semantic differential, 5-point scale (strongly disagree (1) to strongly agree (5))
Full scale items shown. Always cite the original source when using this scale in research.
The scale was reliable (α = .94; Burchett, Murtha, and Kohli 2023, Web Appendix p. 14) among 270 U.S. participants who had recently interacted with a salesperson in person. A confirmatory factor analysis supported the scale's unidimensionality and discriminant validity from other measures in the study (AVE = .73). The six items were selected by the authors as those with the strongest agreeableness loadings from a published personality-trait measure (McCrae and Costa 1987). The blank can be filled with other role labels (e.g., manager, coach) beyond salesperson.
Burchett, Molly R., Brian Murtha, and Ajay K. Kohli (2023), "Secondary Selling: Beyond the Salesperson-Customer Dyad," Journal of Marketing, 87 (4), 575-600.
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