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credibility

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.

Eight, seven-point semantic differentials are used to measure a person’s attitude about an article with an emphasis on its usefulness and credibility.

The degree to which a person believes that advertising is trustworthy and provides truthful information about products is measured with four, seven-point Likert-type items.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.

The extent to which a person not only thinks an advertisement is unbelievable, but that it is also misleading, is measured in this scale with three, nine-point semantic-differentials.

The ease of comprehending a stimulus such as a message is measured in this scale with seven, seven-point semantic differentials.  The construct is sometimes referred to as fluency.

The extent to which a person believes that a particular story and the facts stated in it are correct is measured in this scale using three, seven-point Likert-type items.  The scale seems to be amenable for use with advertisements, books, and movies by simply replacing the word "story" in each item with something else if desired.

The scale has three, five-point uni-polar items and measures how important a person believes realism and believability are in evaluating an advertisement's quality.

The scale is composed of four, seven-point items that measure how credible and authentic a particular advertisement is believed to be.

A person's opinion about the accuracy and truthfulness of the ads for products that are placed within video games is measured with three, five-point Likert-type items.  As currently phrased, the statements are not specific to any particular game but rather, refer to in-game advertising in general.

The veracity of the promotion about a brand is measured in this scale with three, five-point Likert-type items.