This scale measures how excessive or exaggerated a person perceives an advertisement's message to be, to the point that it strains credibility. Becker and colleagues (2023) used the measure in a large-scale study of TV advertising and channel-switching behavior; two of the three items reflect concepts described in earlier advertising-effectiveness research, though that research did not contain a ready-made scale of this kind.
7-point scale (assumed anchors: strongly disagree (1) to strongly agree (7)); stem: "I felt that the ad was..."
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was excellent (α = .93; Becker et al. 2023, Web Appendix, p. 43), based on 3,037 participants representative of the German population. Validity was not discussed. The response format was not explicitly described but is assumed to follow the seven-point Likert format used with most other measures in the study.
Becker, Maren, Thomas P. Scholdra, Manuel Berkmann, and Werner J. Reinartz (2023), "The Effect of Content on Zapping in TV Advertising," Journal of Marketing, 87 (2), 275-297.
Free access to 2500+ psychometric scales at PsychScales