Development of a Scale to Measure Consumer Skepticism Toward Advertising

1998/01/01 by Carl Obermiller, Eric R. Spangenberg · 2 citations
Business, Management and Accounting · Decision Sciences · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Ethics in Business and Education #Misinformation and Its Impacts

paper · doi:10.1207/s15327663jcp0702_03

openalex publication_date 1998/01/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29

Abstract

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.

Citations

• The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
• Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics
• Resilience in the Face of Catastrophe: Optimism, Personality, and Coping in the Kosovo Crisis
• Assessing Construct Validity in Organizational Research
• Information and Consumer Behavior
• Free Competition and the Optimal Amount of Fraud
• Statistical power analysis for the behavioral sciences
• Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework
• Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

Cited by

• Brand authenticity: An integrative framework and measurement scale
• The Impact of Media Multitasking on the Cognitive and Attitudinal Responses to Television Commercials: The Moderating Role of Type of Advertising Appeal

Related

• Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics
• The Skeptical Green Consumer Revisited: Testing the Relationship Between Green Consumerism and Skepticism Toward Advertising
• Advertising and Brand Attitudes: Evidence from 575 Brands over Five Years
• Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy
• The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs