Reviewer Credibility

What it measures

Six items assess how much a consumer believes that the writer of an online review was honest, trustworthy, and genuinely motivated to help others make informed decisions. Grewal and Stephen (2019) used the scale in Studies 2b and 3 in the context of hotel reviews. The scale appears to have been created by the authors.

Response format

Likert-type (number of points not stated; 5 or 7 most likely)

Scale items

• The information in this review was an accurate depiction of the reviewer's subjective __________.
• The information in this review was diagnostic of the reviewer's __________.
• The reviewer was honest in his/her review.
• The reviewer can be trusted.
• The review was written to help other people make an informed decision about __________.
• The reviewer was motivated to write a review that would let people make their own conclusions about the __________.

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

Usage notes & scoring

Response format was not described; a 5- or 7-point Likert scale with strongly disagree/strongly agree anchors is most likely. Items contain blanks that should be filled with a phrase relevant to the focal product or experience (e.g., 'stay and opinions' for a hotel; see individual item notes in dim field). Validity was not discussed.

Citation

Grewal, L., & Stephen, A. T. (2019). In mobile we trust: The effects of mobile versus nonmobile reviews on consumer purchase intentions. Journal of Marketing Research, 56(5), 791–808.

Keywords