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.
Attitude Toward the Ad (Credibility)
Composed of five questions and their respective seven-point responses, the scale measures the degree to which a person believes a particular advertisement is trustworthy and unbiased.
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