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Development of a Scale to Measure Consumer Skepticism Toward Advertising
Author(s) -
Obermiller Carl,
Spangenberg Eric R.
Publication year - 1998
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp0702_03
Subject(s) - skepticism , nomological network , psychology , scale (ratio) , internal consistency , likert scale , consistency (knowledge bases) , advertising , measure (data warehouse) , social psychology , psychometrics , epistemology , computer science , developmental psychology , business , data mining , philosophy , physics , quantum mechanics , artificial intelligence
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.