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Scale Reviews

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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

Credibility (Attractiveness)

The scale uses semantic differentials to measure an aspect of source credibility related to beauty and classiness. The scale has been used to test the attractiveness of print ad models (Bower and Landreth 2001) and celebrity endorsers (Ohanian 1990, 1991; Till and Busler 2000). While the focus in Ohanian (1990) was on the development of a semantic differential version of the scale, Likert and Staple versions were developed as well though the exact phrasing of the items was not given in the article and are not reviewed here.