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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Attitude Toward the Ad (Deceptive)

The extent to which a person not only thinks an advertisement is unbelievable, but that it is also misleading, is measured in this scale with three, nine-point semantic-differentials.