Ad Credibility (General)

What it measures

Three items measure the perceived believability, credibility, and realism of a specific advertisement.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• This advertisement is believable.
• This advertisement is credible.
• This advertisement is realistic.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Items draw on common advertising credibility descriptors; specific formulation appears original to Williams and Drolet (2005). Alphas .92 (Experiment 1) and .86 (Experiment 2).

Recommended companion scales

Citation

Williams, P., & Drolet, A. (2005). Age-related differences in response to emotional advertisements. Journal of Consumer Research, 32(3), 343–354.

Keywords