A six-item scale measuring the degree to which a consumer finds an advertisement to be credible, truthful, and balanced. Items assess multiple facets of perceived believability including trustworthiness, credibility, reasonableness, persuasiveness, and perceived absence of bias. The scale was assembled from established ad credibility terminology and applied in the context of environmental advertising, where believability is a key dimension of consumer response to green marketing claims.
Chang, Chingching (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19–32.
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