Six Likert-type statements measure a consumer's familiarity with persuasion tactics used by marketers and their confidence in handling those tactics. Items cover recognising too-good-to-be-true offers, identifying strings attached to deals, understanding bargaining tactics, detecting sales pressure, seeing through gimmicks, and separating fact from fantasy in advertising. This represents the bargaining dimension of a multidimensional consumer self-confidence instrument.
Bearden, W. O., Hardesty, D. M., & Rose, R. L. (2001). Consumer self-confidence: Refinements in conceptualization and measurement. Journal of Consumer Research, 28(1), 121–134.
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