The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
honesty
The scale measures the degree to which a person believes a particular candidate has positive attributes such as sincerity and knowledgeability that make him/her qualified for the political office.
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.
Four, seven-point, semantic differentials measure how honest and legitimate something is believed to be.
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.
Five, seven-point Likert-type items are used to measure a person’s attitude regarding the bias and believability of a particular news story to which he/she has been exposed.
A person’s general level of trust across a variety of people and situations is measured with 25, five-point Likert-type items. To be clear, the scale does not measure one’s trust of a particular person or those playing a specific role but rather the tendency to trust others and be optimistic about their intentions.
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.
The degree to which a person has negative beliefs about advertising in general is measured with five, five-point Likert-type items.
Five, seven-point Likert-type items are used in this scale to measure a person's belief that a company really cares about people and is honest with its customers.
The veracity of the promotion about a brand is measured in this scale with three, five-point Likert-type items.
