Three items measure the level of doubt and uncertainty a consumer has with the veracity of some stimulus. In the study by Babin, Boles, and Darden (1995), the stimulus being evaluated was a car salesperson as described in some text. In the study by Taylor, Halstead, and Haynes (2010), the focus was on the "marketer" who supposedly had placed a certain ad in a telephone directory.
The morality of a person, object, or act is measured in this scale with three, seven-point bi-polar adjectives. The scale was used by Wilcox, Kim, and Sen (2009) to study beliefs about people who buy counterfeit products.
The scale has three, seven-point Likert-type items that are used to measure the degree to which a customer believes a company has done something unexpected that has damaged their relationship.
Five, seven-point Likert-type items are used to measure the degree to which a buyer believes that a particular seller is dependable and sincere in its customer-related activities.
The degree to which a person believes a company claims to be something that it is not is measured in this scale using six, seven-point Likert-type items. Although the scale was developed for use with a business, the items seem to be amenable for us with other entities such as government or non-profit organizations.
Three, seven-point Likert-type items are used to measure the degree to which the employee of a service provider was viewed as being sincere during an encounter. In the study by Winsted (1997), respondents were asked to think of a recent experience with a waiter or waitress in a restaurant.
This four-item, five-point Likert-type scale is intended to measure the degree to which a person believes that most TV commercials do not provide factual, accurate information about products.
The scale is composed of four statements with a seven-point Likert-type response format and is intended to measure the degree to which a person is doubtful that a claim by a marketer is true.
Seven, seven-point Likert-type items are used to measure the degree to which a person believes that an advertisement contains price information that is not correct and, in fact, the retailer is intentionally trying to deceive consumers.
Six Likert-type statements are used to measure one's familiarity with the persuasion tactics used by marketers to sell products and having confidence in one's ability to deal with those tactics.
