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Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Ad Attribute Importance (Authenticity)

The scale has three, five-point uni-polar items and measures how important a person believes realism and believability are in evaluating an advertisement's quality.