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Three items are purported to measure the degree to which a consumer indicates that ads for competing brands are better in some way than the ad for the focal brand. Viewed in this way, the consumer could be viewed as expressing a "lack of resistance" to competitors' ads (Ha 1996).

Five, five-point Likert-type items are used to measure the degree of truth a respondent believes there to be in commercials shown on television. As used by Boush, Friestad, and Rose (1994), the scores on all of the items were reversed, leading to interpretation of the scale as measuring the extent of a person's disbelief in TV advertising.

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.