Skepticism of Claim

What it measures

A multiple-item likert scale designed to measure the degree to which a person is doubtful that a claim by a marketer is true.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I think that __________ is telling the truth when it says that it is offering a low price for the __________.
• I am skeptical that __________ is truthful about the claim that it is offering a low price on the __________.
• I think that __________ is not honest about the claim that it is offering a low price on the __________.
• I think that __________ is insincere in its claim that it is offering a low price on the __________.
• The first blank in each item should be filled with a word or phrase identifying the marketer either generically ("the retailer") or specifically ("Sears"). Likewise, the

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

Usage notes & scoring

Internal consistency (alpha = .90) was reported in the primary study.

Citation

Biswas, Abhijit, Sujay Dutta, and Chris Pullig (2006), “Low Price Guarantees as Signals of Lowest Price: The Moderating Role of Perceived Price Dispersion,” Journal of Retailing, 82 (3), 245-257.

Keywords