Development of a Scale to Measure Consumer Skepticism Toward Advertising
Journal of Consumer Psychology
1998
A 9‐item Likert‐type scale was developed to measure consumer skepticism toward advertising. Skepticism toward advertising, defined as the general tendency toward disbelief of advertising claims, was hypothesized to be a basic marketplace belief that varies across individuals and is related to general persuasability. A nomological network was proposed, unidimensionality and internal consistency of the scale were established, and a series of studies were conducted to establish the scale's validity and to investigate the effects of ad skepticism.
- DOI
- 10.1207/s15327663jcp0702_03
- Volume
- 7 (2)
- Pages
- 159-186
- Language
- en
- Export
- BibTeX
- Sources
- crossref