Three, five-point items are used to measure the degree to which a child views him/herself as an opinion leader for friends in some product category and does so by being a source of information and influence.
This scale is composed of four, seven-point Likert-type statements intended to measure a person's opinion of an endorser's honesty and dependability.
These seven, seven-point Likert-like items were used for measuring the probability that a consumer would base his/her purchase decision on information gathered from personal independent sources (relative or friend) as well as personal advocate sources (store manager or employee).
This scale is a seven-item, seven-point measure of the amount of confidence a consumer has in "personal independent" sources (relative or friend) as well as "personal advocate" sources (store manager or employee).
The scale is composed of four, seven-point Likert-type items that measure a consumer's perceived knowledge of brands in a specified product category as well as the confidence to make purchase decisions and give advice to others about the product class.
Three, five-point, Likert-type items are used to measure the degree to which a person (child, teenager) describes seeking information and advice from his/her parents before making purchase decisions.
Three, eleven-point items are used to measure a person's beliefs regarding the potential consequences of recommending a certain product to a specific individual. The consequences have to do with the other person making a better decision and/or realizing that the recommender is concerned about him/her.
This three item, nine-point Likert-type scale measures the degree to which a person has actively spoken with other people about a particular product he/she has purchased.
The degree to which a customer has expressed dissatisfaction with a company to other people is measured with three, seven-point Likert-type items.
This six item, seven-point Likert-type scale measures the degree to which a person believes that another person who is providing information and advice is benevolent and honest. As used by Grayson, Johnson, and Chen (2008), the other person was a financial adviser.
