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Testimonial

The Marketing Scales Handbook is indispensable in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

honesty

Four statements measure a person’s belief that when posting information on social media, he/she is more revealing and less restrained about expressing thoughts and feelings. 

Using nine-point unipolar items, the scale measures the degree to which a company is considered to be moral, kind, and helpful in its interactions with customers.  Two versions of the scale are described: one with three items and another with ten.

Three, nine-point unipolar items measure the extent to which a company or set of companies is viewed as lacking friendliness and warmth in its interactions with customers.

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).

With five, seven-point semantic differentials, the scale measures the degree to which a person believes a particular candidate has positive attributes such as sincerity and knowledgeability that make him/her qualified for the political office.

Four, nine-point items compose the scale which measures the extent to which a person believes an employee of a company has done something that is either immoral and damaging to his/her company or, at the other extreme, was honest and helpful.  WARNING: The article in which this scale was reported has been retracted by the second author due to anomilies in the data and analyses [Journal of Consumer Research (2020), 47 (4), 632]. The extent to which the anomilies affected this scale is unknown.

Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.

Four, seven-point semantic-differentials are used to measure how much a person believes some entity is honest and not manipulative.  The focus of the measure is commonly a person, but the scale is general enough to be used with other entities such as a company, an ad, or a website. 

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.

A person’s general level of trust across a variety of people and situations is measured with 25, five-point Likert-type items.  To be clear, the scale does not measure one’s trust of a particular person or those playing a specific role but rather the tendency to trust others and be optimistic about their intentions.