Ten bipolar adjective pairs assess the degree to which a specific advertisement is seen as believable, credible, trustworthy, and likely to be true.
Beltramini, R. F. (1982). Advertising perceived believability scale. In D. R. Corrigan, F. B. Kraft, & R. H. Ross (Eds.), Proceedings of the Southwestern Marketing Association (pp. 1–3). Southeast Missouri State University.
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