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Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.
Dr. Terry Childers
Iowa State University

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.