Measures a person's overall attitude toward an informative communication source — such as an article, book, TV news program, or website — with an emphasis on its usefulness and credibility. The scale blends evaluative, credibility, and utility dimensions into a single composite measure. Originally used as a pretest check to ensure article stimuli were perceived as credible and useful before use in experiments on brand self-efficacy effects.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Source not identified by Park and John (2014); items draw on established ad attitude, credibility, and usefulness measures. Used as a pretest check only (not in a main study). Validity not discussed. The scale is applicable beyond articles to any informative focal object such as books, TV news programs, or websites -- researchers should adapt the stem accordingly. Items 1-3 are standard evaluative differentials; items 4-6 capture credibility; items 7-8 capture informativeness/utility. Researchers may wish to assess the dimensionality of this composite before treating it as strictly unidimensional.
Park, J.K., & John, D.R. (2014). I think I can, I think I can: Brand use, self-efficacy, and performance. Journal of Marketing Research, 51(2), 233-247.
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