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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

credibility

Three, four-point Likert-type sentences measure how much a person believes, in general, that advertising is believable and a good source of information.

The extent to which a brand is viewed as authentic and credible is measured with three, nine-point uni-polar items. 

This six-item scale measures how much a person believes that the writer of a review was honest and accurately described his/her experience with the “product” (broadly defined).

The compatibility of a brand and a cause-related organization having some sort of partnership is measured with three, seven-point semantic differentials.

Composed of five questions and their respective seven-point responses, the scale measures the degree to which a person believes a particular advertisement is trustworthy and unbiased.

The scale has three, seven-point items which measure a person’s disbelief that a particular company is one of the worst ones in its industry as reported by a major consumer organization.  The scale instructions frame the situation as hypothetical but minor changes could make the scale amenable for use with an actual event.

Using three, nine-point Likert-type items, the scale measures the extent to which a person believes a certain advertisement provides accurate information.

Six, seven-point Likert-type items are used to measure how well organized and easy to understand an ad is which a person has seen.

Five, seven-point Likert-type items are used to measure a person’s attitude regarding the bias and believability of a particular news story to which he/she has been exposed.

Eight, nine-point items are used to measure how much a consumer thinks that a price listed for a certain product is the actual price that will be charged by a particular retailer.