This three-item scale measures how much a person consciously thinks about how others would react to the way they phrase a search query, even when nobody else is present. Melumad (2023), who called the construct audience salience, used it in Studies 1, 2A, and 3 and a supplemental experiment on how voice technologies change consumer search. Two versions are described: one about queries in general and one about a particular query. No source was given, so the scale appears to have been created by the author.
Study 1: 5-point frequency scale (1 = never or almost never, 5 = extremely often); Study 2A: 7-point scale (1 = not at all true, 7 = very true)
General version (Study 1)
Specific-query version (Study 2A)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .876 (Study 1) and .957 (Study 2A) (Melumad 2023, pp. 537, 542); they were not reported for Study 3 or the supplemental study. Validity was not discussed. The general version (Study 1) asked how often each thought or feeling occurs on a 5-point scale, whereas the specific-query version (Study 2A) asked how true each statement was of the search task on a 7-point scale. Directions used in Study 1: 'Please indicate how often you experience these thoughts/feelings when typing [dictating] a query in a search bar [speaking a query out loud to a voice-assistant].' Participants were randomly assigned to type or speak their queries, and the bracketed words show the wording for the other condition. The items used in Study 3 and the supplemental study were not reported. See also Satisfaction with the Search Results (ID 90528), from the same article.
Melumad, Shiri (2023), "Vocalizing Search: How Voice Technologies Alter Consumer Search Processes and Satisfaction," Journal of Consumer Research, 50 (3), 533-553.
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