Eight semantic differential pairs assess the perceived knowledge, competence, experience, and intelligence of a specified information source such as a spokesperson, company, or expert.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Original to McCroskey (1966); cited by Tripp, Jensen, and Carlson (1994) and applied by Netemeyer and Bearden (1992) with alphas .94 and .91. Commonly paired with trustworthiness scales to measure overall source credibility.
McCroskey, J. C. (1966). Scales for the measurement of ethos. Speech Monographs, 33(1), 65–72.
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