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Scale Reviews

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Testimonial

This scales book is a classic in psychometrics. It is instrumental for survey researchers in the fields of advertising, marketing, consumer psychology, and other related fields that rely largely on attitudinal measures. My copy has gotten me through years of field research by helping provide testable, reliable scales.
Angeline Close Scheinbaum, Ph.D.
University of Texas at Austin

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.