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Bob Moritz
Marshfield Clinic Research Foundation

qualification

Twelve bi-polar adjectives are used to measure a person's attitude toward a person. Although used by Tedesco (2002) with regard to a political candidate, the scale could also be used with other roles people play, particularly those in which some qualifications are usually viewed as necessary, e.g., spokesperson, manager, salesperson.

The seven-point semantic differential scale is used to measure evaluations of a service provider a person knows about or has interacted with. The scale may make most sense to use with professionals such as dentists as was done by Raghubir and Corfman (1999) in one of their studies.

The scale measures the perceived trustworthiness and expertise of the source of a message. It has been measured using six bi-polar adjectives and a seven-point response format with the exception of Gotlieb and Swan (1990) who used just five items.

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