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 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.
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.
The degree to which a person says he/she would provide false or limited data at a particular website to protect his/her personal information is measured in this scale with three, seven-point Likert-type items.
The motivation for a person's behavior that may have involved misrepresenting the truth is measured in this scale with four statements. In particular, the motivation represented in the items has to do with the desire to appear to others as a consumer who has made a good decision by getting a good deal though the reality is that too much was paid for a product. The scale was referred to as public self-threat by Argo, White, and Dahl (2006).
Three, seven-point semantic differential items were used to measure a person's motivation for engaging in a behavior that may have involved misrepresenting the truth. In particular, the motivation represented in the items involved protecting one's self-esteem and preserving the view of one's self as a smart consumer though there is evidence to the contrary. The scale was referred to as private self-threat by Argo, White, and Dahl (2006).
The scale has four, seven-point semantic differential items that measure a person's expressed willingness to misrepresent the truth in a particular situation.
Five, seven-point Likert-type items are used to measure the degree of cognitive effort a person says is needed to process the price information in an advertisement, with the emphasis on determining its accuracy.
