This scale measures how moral, honest, and effective a person believes a political party to be. Binder and colleagues (2022) used it in a study of political ad targeting disclosures in Austria, adapting an earlier trait-based evaluation measure to the party level.
7-point scale (Do not agree at all (1) to Totally agree (7))
Full scale items shown. Always cite the original source when using this scale in research.
The scale was highly reliable (α = .95; Binder et al. 2022, p. 215) among 430 participants in Austria. A confirmatory factor analysis supported acceptable model fit and item loadings, though validity was not discussed in depth. The exact scale stem and instructions were not reported verbatim; participants were asked how much they agreed the party displayed each characteristic.
Binder, Alice, Marlis Stubenvoll, Melanie Hirsch, and Jörg Matthes (2022), "Why Am I Getting This Ad? How the Degree of Targeting Disclosures and Political Fit Affect Persuasion Knowledge, Party Evaluation, and Online Privacy Behaviors," Journal of Advertising, 51 (2), 206-222.
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