Similarity to Another Person

What it measures

The scale measures surface-level similarity to another person, capturing perceived resemblance in visible or easily observed traits.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• This person was similar to me in their attitudes.
• This person was similar to me in their values.
• This person was similar to me in their beliefs.
• This person was similar to me physically.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Kidwell et al. (2020), who refer to the construct as surface-level similarity, drew inspiration from indicators of similarity used by Crosby, Evans, and Cowles (1990); used across three studies with real-estate customers. Reliability ranged from acceptable to good (α = .79–.85). Validity wasn't separately discussed.

Recommended companion scales

Citation

Kidwell, B., Kidwell, P.C., Blair, , Lopez-Kidwell, V., Blocker, C., & Mas, E.M. (2020). Birds of a Feather Feel Together: Emotional Ability Similarity in Consumer Interactions. Journal of Consumer Research, 47(2), 215–236.

Keywords