TITLE:
Measuring Social Personas
AUTHORS:
Gulcimen Yurtsever
KEYWORDS:
Persona, Masks, Identity, Influence, Role
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.8 No.6,
June
9,
2020
ABSTRACT: This study’s goal was to
develop a valid and reliable scale for measuring “personas”. Three different samples
with self-report scales were used. Samples
from Studies 1 and 2 produced similar factor loadings for all items. The
results of the two studies supported a four-factor solution for the persona
scale as follows: social mask,
social influence, identity, and role. To assess criterion validity, the
correlation between peer evaluations and persona scales was analyzed. To assess
criterion validity, the correlation between peer evaluations and persona scales
was analyzed. Samples from Study 3
indicate that the scale was valid. The internal consistency of the persona
scale indicated that the scale had satisfactory reliability, and results
of a test-retest suggested that responses on the scale were stable. The most
important contribution of this research to persona theory is the explanation of
persona personalities. How does a high or low persona personality affect the
organization, for example, through creativity, harmony, or negotiation ability?
This scale helps investigate these questions.