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Opinion leaders and opinion seekers: Two new measurement scales

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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.

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Authors and Affiliations

  1. Florida State University, USA

    Leisa Reinecke Flynn & Ronald E. Goldsmith

  2. Valdosta State University, USA

    Jacqueline K. Eastman

Authors
  1. Leisa Reinecke Flynn
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  2. Ronald E. Goldsmith
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  3. Jacqueline K. Eastman
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Additional information

She received her Ph.D. from the University of Alabama. Her research focuses on methodological issues in consumer research.

He received his Ph.D. from the University of Alabama. His chief interest is in scaling consumer characteristics.

where she directs the MBA program. She received her Ph.D. from Florida State University. Her research includes business ethics, scale development, and marketing to children.

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Flynn, L.R., Goldsmith, R.E. & Eastman, J.K. Opinion leaders and opinion seekers: Two new measurement scales. JAMS 24, 137–147 (1996). https://doi.org/10.1177/0092070396242004

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