Nine items assess a consumer's general tendency to disbelieve advertising claims marketplace-wide, irrespective of medium or campaign. Higher scores on the non-reversed items reflect greater trust; items require reversal to yield a skepticism score.
Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Advertising, 27(2), 1–15.
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