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Scale Reviews

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Testimonial

The Handbook series is a significant compendium of scales published in the most impacting marketing literature. I am a proud owner of the series and hope to be able to continue collecting the volumes in the years to come.
Dr. Emanuel Said
Lecturer in Marketing, University of Malta

Attitude Toward Advertising (Credibility)

The degree to which a person believes that advertising is trustworthy and provides truthful information about products is measured with four, seven-point Likert-type items.  As discussed further below, the items are phrased with respect to advertising in general but they can be easily adapted for use with particular media.