A four-item semantic differential scale assessing consumers' overall evaluations of debt consolidation loans as financial products. Items span affective (positive/negative), evaluative (good/bad), effectiveness-based, and risk-based dimensions of attitude, providing a multifaceted but unidimensional assessment of overall attitude. Designed for use in financial services marketing research, the scale has also been used in shorter two- and three-item versions across different studies within the same research programme.
Semantic differential (7-point bipolar)
Full scale items shown. Always cite the original source when using this scale in research.
Single reliability estimate: α = .97 from the four-item version in Experiment 2 (n = 132 panel members) — Bolton, Bloom & Cohen (2011). VALIDITY: Not formally assessed. NOTE: Multiple versions of the scale exist — a two-item version (items 3 and 4), a three-item version (items 2, 3, and 4), and the full four-item version. Researchers should select the version used in their specific study context and report which items were used. CONTEXT: Scale was developed in the context of consumer financial literacy and debt marketing; application to other loan products should be treated as an extension requiring revalidation.
Bolton, Lisa E., Paul N. Bloom, and Joel B. Cohen (2011). Using loan plus lender literacy information to combat one-sided marketing of debt consolidation loans. Journal of Marketing Research, 48 (special issue), S51–S59.
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