This Likert-type scale measures the perception of one's self as a leader and having confidence. A four-item version of this scale was used by Davis and Rubin (1983) and referred to as self-confidence/leadership. A shorter, three-item version was utilized by Lumpkin and Hunt (1989).
A consumer's tendency to be a good source of price information for other consumers is measured with seven Likert-type items. The scale measures a general tendency rather than the likelihood that the behavior only occurs for any particular product category. The scale is sometimes referred to as price mavenism.
Six, seven-point Likert-type items measure a consumer's belief that other consumers come to him or her for information about products to buy and are influenced by the information received. The scale is purposefully constructed to be amenable for adaptation to a variety of product categories but is not a generalized opinion leadership scale. The authors (Flynn, Goldsmith, and Eastman 1996) believed the construct to be monomorphic, such that opinion leadership in technologically advanced cultures tends to focus on one topical area rather than many (polymorphic).
Seven items are used in this scale to measure the extent to which a customer believes that a particular company is a good one to work for because it is managed well especially in how it treats its employees.
Six Likert-type statements are used to measure the degree to which a person not only has a wide range of knowledge regarding products to buy, places to shop, and other consumption-related activities but additionally influences others by passing on this information.
