Handbook of Management Scales/Opinion leadership

Description
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
Opinion leadership occurs when individuals try to influence the purchasing behavior of other consumers in specific product fields.

Items
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.


 * My opinion on rock [fashion; environmentally friendly products] seems not to count with other people.
 * When they choose a rock music recording [fashionable clothing; "green" products], other people do not turn to me for advice.
 * Other people [rarely] come to me for advice about choosing CDs and tapes [fashionable clothing; products that are good for the environment].
 * People that I know pick rock music [clothing; "green" products] based on what I have told them.
 * I often persuade other people to buy the rock music [fashions; "green" products] that I like.
 * I often influence people's opinions about popular rock [clothing; environmentally correct products].

Some items are reverse-coded.

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.

Related Scales

 * Opinion seeking