Opinion leaders and opinion seekers: Two new measurement scales |
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Authors: | Leisa Reinecke Flynn Ronald E Goldsmith Jacqueline K Eastman |
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Institution: | (1) Florida State University, USA;(2) Valdosta State University, USA |
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Abstract: | The authors describe the development and validation of multiple-item self-report scales to measure opinion leadership and
opinion seeking for specific product or service domains. The concepts of opinion leadership and opinion seeking are defined,
previous attempts to measure them are critiqued, and the scale development process is described. Five separate studies using
data from 1,128 student and adult respondents provide ample evidence for the unidimensionality, the reliability, and the construct
and criterion-related validity of the resulting scales. Finally, implications for consumer theory and marketing practice are
discussed.
She received her Ph.D. from the University of Alabama. Her research focuses on methodological issues in consumer research.
He received his Ph.D. from the University of Alabama. His chief interest is in scaling consumer characteristics.
where she directs the MBA program. She received her Ph.D. from Florida State University. Her research includes business ethics,
scale development, and marketing to children. |
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Keywords: | |
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