This three-item scale measures how much a person wants to avoid being noticed by others. He, Jiang, and Gorn (2022), who also called it desire to avoid social attention, used it in Studies 3A and 3B and an additional web appendix study in research on how keeping a secret pushes consumers toward conformity. No source was given for the scale.
9-point Likert (1 = strongly disagree, 9 = strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .89 in Study 3A (He, Jiang, and Gorn 2022, p. 1040); reliability was not reported for the other studies. Validity was not discussed. See also Moral Self-Perception (State, Exemplar Traits) (ID 90456), by the same authors.
He, Dongjin, Yuwei Jiang, and Gerald J. Gorn (2022), "Hiding in the Crowd: Secrecy Compels Consumer Conformity," Journal of Consumer Research, 48 (6), 1032-1049.
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