Website Information Credibility

What it measures

Eleven bipolar adjective pairs assess the degree to which a person views information on a website as unbiased, trustworthy, credible, reputable, experienced, and ethical.

Response format

7-point semantic differential

Scale items

• untrustworthy / trustworthy
• not credible / credible
• biased / unbiased
• not believable / believable
• not reputable / reputable
• not experienced / experienced
• not knowledgeable / knowledgeable
• not qualified / qualified
• compromising / uncompromising
• unethical / ethical
• not objective / objective

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

Usage notes & scoring

Rodgers (2004) implied Haley (1996) as source, though Haley's study used no scales. Items closely parallel Ohanian's (1990) source credibility instrument. Alpha .89. Full citation details for the 2004 publication not available from extraction—verify against original article.

Citation

Rodgers, S. (2004).

Keywords