Twelve bi-polar adjectives are used to measure a person's attitude toward a person. Although used by Tedesco (2002) with regard to a political candidate, the scale could also be used with other roles people play, particularly those in which some qualifications are usually viewed as necessary, e.g., spokesperson, manager, salesperson.
Four, seven-point Likert-type items are used to measure the degree to which a customer considers a salesperson to have been credible and cordial during their interaction(s).
