Uncertainty of Others' Product Attitudes

What it measures

A multiple-item scale measuring uncertainty of others' product attitudes.

Response format

9-point Likert (1=strongly disagree, 9=strongly agree)

Scale items

• which products friends, neighbors, relatives or work associates with reliable information would recommend me
• which products an association of professionals or independent group of experts would find superior.
• the product related preferences of people with whom I interact.
• with which product I would satisfy the expectations others have of myself.
• with which product I could show others who I am and who I would like to be.
• the characteristics of typical customers of the different brands being offered.

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

Usage notes & scoring

Factor analytic procedures were used to support the scale's structural validity.

Citation

Heitmann, Mark, Donald R. Lehmann, and Andreas Herrmann (2007), “Choice Goal Attainment and Decision and Consumption Satisfaction,” Journal of Marketing Research, 44 (2), 234-250.

Keywords