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.
Likert (likely 7-point agree/disagree)
Full scale items shown. Always cite the original source when using this scale in research.
Single reliability estimate: α = .94 — Chang (2011). VALIDITY: Not reported. Items are unipolar descriptors rated on an agree/disagree continuum. Developed by combining positive anchor terms from prior ad credibility scales by Beltramini (1982) and MacKenzie & Lutz (1989). Applied specifically to environmental advertising claims; applicable to other advertising contexts where message credibility is the focus.
Chang, Chingching (2011). Feeling ambivalent about going green. Journal of Advertising, 40(4), 19–32.
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