Similarity of Endorsers

What it measures

Are these endorsers basically interchangeable? Three items measure how hard it is to tell a group of endorsers apart.

Response Format

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

Representative items

• All _____ are the same.
• Most _____ are very similar, making it difficult to distinguish them.
• Because of the great similarity between _____, it would be difficult to detect when a brand gets a new _____.

Citation

Thomas, V.L., & Fowler, K. (2021). Close Encounters of the AI Kind: Use of AI Influencers as Brand Endorsers. Journal of Advertising, 50(1), 11–25.

Keywords