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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Pressure to Conform in an Evaluation

One's feeling that someone (unnamed) was trying to influence his/her evaluation in a particular situation is measured with three, seven-point Likert-type items.  To be clear, it is not just that the person feels that there was an attempt to influence him/her but that there was pressure to give a certain evaluation.