A four-item, seven-point Likert-type scale measuring the degree to which a person perceives a specific advertisement to be trustworthy, credible, and authentic. Key terms were drawn from the Ad Believability Scale developed by Beltramini (1982) and adapted into Likert-format statements. The scale was used in a multi-method investigation comparing consumer-generated advertising (CGA) with company-created advertising, examining how source of the ad affects perceived trustworthiness as a component of advertising effectiveness. Consumer-generated ads were found to generate stronger trustworthiness perceptions than company-made equivalents.
Lawrence, B., Fournier, S., & Brunel, F. (2013). When companies don't make the ad: A multimethod inquiry into the differential effectiveness of consumer-generated advertising. Journal of Advertising, 42(4), 292-307.
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