Opinion leaders and opinion seekers: Two new measurement scales

  • Flynn L
  • Goldsmith R
  • Eastman J
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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. [ABSTRACT FROM AUTHOR]
Copyright of Journal of the Academy of Marketing Science is the property of Springer Science & Business Media B.V. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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Authors

  • Leisa Reinecke Flynn

  • Ronald E. Goldsmith

  • Jacqueline K. Eastman

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