Political Party Evaluation

What it measures

This scale measures how moral, honest, and effective a person believes a political party to be. Binder and colleagues (2022) used it in a study of political ad targeting disclosures in Austria, adapting an earlier trait-based evaluation measure to the party level.

Response Format

7-point scale (Do not agree at all (1) to Totally agree (7))

Representative items

• Moral
• Gets things done

Citation

Binder, Alice, Marlis Stubenvoll, Melanie Hirsch, and Jörg Matthes (2022), "Why Am I Getting This Ad? How the Degree of Targeting Disclosures and Political Fit Affect Persuasion Knowledge, Party Evaluation, and Online Privacy Behaviors," Journal of Advertising, 51 (2), 206-222.

Keywords