Measuring Social Personas

Abstract

This study’s goal was to develop a valid and reliable scale for measuring “personas”. Three different samples with self-report scales were used. Samples from Studies 1 and 2 produced similar factor loadings for all items. The results of the two studies supported a four-factor solution for the persona scale as follows: social mask, social influence, identity, and role. To assess criterion validity, the correlation between peer evaluations and persona scales was analyzed. To assess criterion validity, the correlation between peer evaluations and persona scales was analyzed. Samples from Study 3 indicate that the scale was valid. The internal consistency of the persona scale indicated that the scale had satisfactory reliability, and results of a test-retest suggested that responses on the scale were stable. The most important contribution of this research to persona theory is the explanation of persona personalities. How does a high or low persona personality affect the organization, for example, through creativity, harmony, or negotiation ability? This scale helps investigate these questions.