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As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings


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.

A person's attitude about the steadfast, trustworthiness of a company is measured with five items.  The scale seems to be adaptable for a variety of business entities such as a store, a multi-store chain, a website, or a brand.

The degree to which a person views an advertisement as being truthful, impartial, and persuasive is measured with six, seven-point, uni-polar items. 

This four item, seven-point Likert-type scale is intended to measure what a customer focuses on after a store pays him/her a refund as part of its low price guarantee (LPG). Specifically, the scale measures the degree to which a customer focuses on the "information" function of a LPG, such that the LPG is a signal to consumers about the location of a retailer's price point among those in the market.

The scale is intended to measure both the tendency to give self-reports that are honest but positively biased (self-deceptive positivity) as well as deliberate self-presentation to others (impression management). Scores are based upon the extent to which respondents consider forty statements about their behavior to be true. The full instrument is called the Balanced Inventory of Desirable Responding (BIDR).

Four, five-point Likert-type statements are used to measure the degree to which a person believes that an advertisement is credible.