Handbook of Management Scales/Opinion seeking
Opinion seeking (alpha > 0.8)[edit | edit source]
Description[edit | edit source]
The authors conducted five studies to develop two scales: opinion leadership and opinion seeking. Hereby, data from more than 1,100 respondents were used. The authors strived for unidimensionality, reliability, construct validity, and criterion-related validity.
Definition[edit | edit source]
Opinion seeking happens when individuals search out advice from others when making a purchase decision.
Items[edit | edit source]
This short questionnaire is about popular rock music and rock music recordings [fashion; environmentally friendly products]. Please read each statement carefully. For each of the statements below, please circle the number that most closely matches your view of the opinions stated. The items are scaled from 1 to 7, with a higher number meaning stronger agreement.
- When I consider buying a CD or tape [clothes; "green" products], I ask other people for advice.
- I don't need to talk to others before I buy CDs or tapes [fashionable clothing; products that are good for the environment].
- I rarely ask other people what music [fashions; environmentally friendly products] to buy.
- I like to get others' opinions before I buy a CD or tape [new clothes; "green" products].
- I feel more comfortable buying a recording [fashion item; product that is good for the environment] when I have gotten other people's opinions on it.
- When choosing rock music [fashionable clothing; a "green" product], other people's opinions are not important to me.
Some items are reverse-coded.
Source[edit | edit source]
- Flynn et al. (1996): Opinion Leaders and Opinion Seekers: Two New Measurement Scales. Journal of the Academy of Marketing Science, Vol. 24, No. 2, pp. 137-147.