Opinion leaders and opinion seekers: Two new measurement scales

  • Leisa Reinecke Flynn
  • Ronald E. Goldsmith
  • Jacqueline K. Eastman
Article

DOI: 10.1177/0092070396242004

Cite this article as:
Flynn, L.R., Goldsmith, R.E. & Eastman, J.K. JAMS (1996) 24: 137. doi:10.1177/0092070396242004

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.

Copyright information

© Academy of Marketing Science 1996

Authors and Affiliations

  • Leisa Reinecke Flynn
    • 1
  • Ronald E. Goldsmith
    • 1
  • Jacqueline K. Eastman
    • 2
  1. 1.Florida State UniversityUSA
  2. 2.Valdosta State UniversityUSA

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