Information Believability

What it measures

Five semantic differential items assess the degree to which specific information encountered by a consumer is perceived as believable, true, credible, acceptable, and trustworthy.

Response format

7-point semantic differential (1=not at all, 7=highly/absolutely/totally)

Scale items

• Not at all believable / highly believable
• Not at all true / absolutely true
• Not at all acceptable / totally acceptable
• Not at all credible / very credible
• Not at all trustworthy / completely trustworthy

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Original to Gürhan-Canli and Maheswaran (2000). Alphas .87 (Study 1) and .77 (Study 2). A slight variation used by Sen, Gürhan-Canli, and Morwitz (2001) with similar alphas. Suitable for measuring belief in specific marketing claims or product attribute information.

Recommended companion scales

Citation

Gürhan-Canli, Z., & Maheswaran, D. (2000). Determinants of country-of-origin evaluations. Journal of Marketing Research, 37(2), 193–204.

Keywords