Inhaltszusammenfassung

Opinion leadership describes an individual's tendency to informally influence others' attitudes and overt behaviors. In contrast to contemporary views of opinion leadership as a highly domain-specific trait, this paper introduces a multi-faceted personality trait, generalized opinion leadership (GOL) that characterizes exceptionally influential individuals independent of a specific subject area. Two studies report on the psychometric properties of a scale to assess GOL. Study 1 is based on th...Opinion leadership describes an individual's tendency to informally influence others' attitudes and overt behaviors. In contrast to contemporary views of opinion leadership as a highly domain-specific trait, this paper introduces a multi-faceted personality trait, generalized opinion leadership (GOL) that characterizes exceptionally influential individuals independent of a specific subject area. Two studies report on the psychometric properties of a scale to assess GOL. Study 1 is based on three independent samples (N = 1,575, N = 1,275, and N = 231) and demonstrates the factorial structure of the instrument and its measurement invariance across sex, age, and educational levels. Study 2 (N = 310) analyzes multitrait-multiinformant data to highlight the scale's discriminant validity with regard to innovativeness and trendsetting. » weiterlesen» einklappen

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