Construction of a New Scale: The Reysen Likability Scale

Abstract

While much is known about the concept of likability, a single encompassing tool to measure likability has yet to be created. The Reysen Likability Scale measures the degree of likability for a target source. Using the current scale, a total of 150 participants rated 12 individuals who were videotaped while reading a paragraph. Tapes differed with respect to whether the people genuinely laughed, faked their laughter, or did not laugh while reading a paragraph. In the present study, the reliability, and convergent and divergent validity of the new scale were assessed. Coefficient alphas for the current scale ranged from .90 to .91. Laughter predicted higher likability ratings which demonstrated convergent validity. Divergent validity was illustrated using Goldberg's (1992) 100-Adjective Big Five Personality Test. Suggestions for research using the new scale are given.

Five areas to advance branding theory and practice

“…By looking at factors such as friendliness, approachability, attractiveness, levels of knowledge, similarity to oneself, and agreeableness, the Reysen Likeability Scale attempts to measure the likeability of a person. He noted that the more agreeable people are, the more they are likely to rate the individuals as likeable (Reysen, 2005). In our brand likeability scale, we confirmed several of these aspects, but further extended the scale to four dimensions.…”

“…Our research has attempted to provide insights into the concepts that explain likeability and a starting 17 point for a sought after conceptualization that captures the domains of the construct of brand likeability (Nguyen, Choudhury, and Melewar, 2014;Reysen, 2005). As we focus specifically on likeability in consumer-brand relationships, investigating consumer perceptions, of which likeability may have a spill-over effect and seen as a brand personality trait (Lee, 2013), we have developed an exploratory study to study brand likeability in-depth using a qualitative study (Nguyen et al, 2013a; we have developed an integrated framework of brand likeability with suggested antecedents and consequences , and finally, we have constructed and tested a brand likeability scale to measure the likeability of firm-level brands (Nguyen, Ekinci, Simkin, and Melewar, 2014).…”

“…Cialdini, 1993;Kenrick, Neuberg, and Cialdini, 2002;Reysen, 2005). Alwitt (1987) found that likeability is described by a 18 multidimensional construct with cognitive and affective components.…”

“…Leo Burnett Company (1990) developed a scale to measure liking and found that visual effects, high quality production factors, degree of activity, and the story of adverts were correlated to liking. More recently, Reysen (2005) developed a scale that can be used as a tool to study features of likeability. By looking at factors such as friendliness, approachability, attractiveness, levels of knowledge, similarity to oneself, and agreeableness, the Reysen Likeability Scale attempts to measure the likeability of a person.…”

“…In the advertising industry, firms have used funny advertisements to make their customers laugh for years (Bachorowski and Owren, 2001). Studies suggest that laughter is associated to aspects of liking (Reinhard and Messner, 2009;Reysen, 2005). Moreover, in the context of celebrity endorsements, research suggests using celebrities is a way for firms to induce likeability, aiming to create positive associations with a firm's services, and that such a front figure would capture the customers' attention and create brand loyalty (McCracken, 1989).…”