A three-item unipolar scale measuring the degree to which a piece of information — such as an online review — is perceived as helpful, useful, and informative. Items are single adjectives rated on a seven-point scale. The scale is general and can be applied across a wide range of informational stimuli. Moore (2015) used it in Study 5 with 186 online panel respondents, measuring perceived review informativeness in the context of explained actions versus reactions for hedonic versus utilitarian products. The source of the scale was not identified. Alpha = .85 indicates good internal consistency. The scale should be distinguished from the Ad Informativeness Scale (id:594), which is specific to advertising stimuli.
Full scale items shown. Always cite the original source when using this scale in research.
The verbal anchors for the response scale were not stated in the Moore (2015) article; the anchors were possibly identical to those used with a similar scale in Study 1B of the same paper: 'not at all' (1) to 'very much' (7). The instructions were also not provided; researchers should phrase them to suit the informational stimulus (e.g., 'Please rate the information you just read using the following adjectives'). Because items are single adjectives in a unipolar format, the scale functions similarly to a semantic differential checklist; researchers may wish to add anchors explicitly for clarity in survey instruments. The scale's source was unidentified by Moore (2015); cite Moore (2015) as the reporting source.
Moore, S. G. (2012). Some things are better left unsaid: How word of mouth influences the storyteller. Journal of Consumer Research, 38(6), 1140–1154.
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