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Credibility (Trustworthiness)

This semantic differential scale measures a component of source credibility relating primarily to honesty and sincerity. It has been one of the most popular scales used in scholarly advertising research. 

The following applications of the scale (or parts of it) have been made: credibility of a nutrition claim in an ad (Andrews, Netemeyer, and Burton 1998; Andrews 2001; Andrews, Burton and Netemeyer 2001; Kozup, Creyer, and Burton 2003); credibility of merchant supplied price information (Lichtenstein and Bearden 1989); credibility of a store's ad (Bobinski, Cox, and Cox 1996); the trustworthiness of a company (Goldsmith, Lafferty and Newell 2001; MacKenzie and Lutz 1989); a website's reputation (Shamdasani, Stanaland, and Tan 2001); the credibility of a website's sponsor (Rifon et al. 2004); the trustworthiness of print ad models (Bower and Landreth 2001); trustworthiness of noncelebrity product endorsers (Moore, Mowen, and Reardon 1994); and, credibility of celebrity endorsers (Ohanian 1990, 1991; Till and Busler 2000; Tripp, Jensen, and Carlson 1994).