A pool of thirteen bipolar adjective pairs used across numerous studies to measure the trustworthiness and honesty dimension of source or advertiser credibility. Researchers select subsets appropriate to their context.
Mackenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65.
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