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Bob Moritz
Marshfield Clinic Research Foundation

deception

The scale uses four Likert-type items to measure how much a person believes that another person does not legally own a certain item but is engaging in behaviors that seem to signal that he/she does.

Using four, seven-point Likert-type items, the scale measures how much a person believes that another person is attempting to mislead others by presenting an image of him/herself that is not true.

The scale uses seven, seven-point Likert-type items that measure a person’s belief that an advertisement misleads people with its claims and implications about a particular product’s environmentally-related attributes.

Three, seven-point Likert-type items are used to measure how much a person believes it is okay to give misleading or incomplete personal information to a company and that he/she is likely to do it.

With four, nine-point items, the scale measures the extent to which a person believes that one or more employees of a company engaged in improper activity that deceived and harmed clients.

Four, nine-point items compose the scale which measures the extent to which a person believes an employee of a company has done something that is either immoral and damaging to his/her company or, at the other extreme, was honest and helpful.

The degree to which a person feels disrespected and betrayed due to a company’s customer data activities is measured using four, seven-point Likert-type items.

Four, seven-point semantic-differentials are used to measure how much a person believes some entity is honest and not manipulative.  The focus of the measure is commonly a person, but the scale is general enough to be used with other entities such as a company, an ad, or a website. 

Using four, seven-point semantic differentials, the scale measures the honesty and ethicality of something.  The scale is general in the sense that it appears that it can be applied to a particular person or a group of people.  While it might be used to evaluate the trustworthiness of non-human entities (ads, organizations), it seems most suited for people.

Four, seven-point Likert-type items are used to measure a person’s belief that he/she has been misled and taken advantage of by another party.