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Bob Moritz
Marshfield Clinic Research Foundation

credibility

A six-item, five-point, Likert-type scale is used to measure the degree of skepticism a person has with commercials shown on television, particularly with the motives of the advertiser.

Three, seven-point bi-polar adjectives are used to measure the plausibility of the claims made in an ad for a product.

This four-item, seven-point Likert-type measure provides an indication of a consumer's attitude about the truthfulness of some specified advertisement.

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).

Nine, seven-point semantic differentials are used to measure a person's attitude toward a certain political candidate.

A five-item, three-point scale is used to measure a consumer's attitude toward the advertising associated with a specified product. As scored by Maddox (1982), higher scores implied a more positive attitude, with an emphasis on the truthfulness of the advertising.