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Advertisement Skepticism

The SKEP scale, developed by Obermiller and Spangenberg (1998), is a 9-item Likert questionnaire designed to measure consumer skepticism toward advertising.

2 minutes to complete

Eligibility

To complete the Advertisement Skepticism, individuals should possess critical thinking skills, ability to analyze and interpret marketing tactics, and understanding of psychological manipulation in advertising.

Questions for Advertisement Skepticism

Questions

1.

We can depend on getting the truth in most advertising.

The answer should be a single choice:
  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly disagree
2.

Advertising's aim is to inform the consumer.

The answer should be a single choice:
  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly disagree
3.

I believe advertising is not informative.

The answer should be a single choice:
  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly disagree
4.

Advertising is generally truthful.

The answer should be a single choice:
  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly disagree
5.

Advertising is not a reliable source of information about the quality and performance of products.

The answer should be a single choice:
  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly disagree
6.

Advertising is truth well told.

The answer should be a single choice:
  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly disagree
7.

In general, advertising does not present a true picture of the product being advertised.

The answer should be a single choice:
  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly disagree
8.

I feel I've been accurately informed after viewing most advertisements.

The answer should be a single choice:
  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly disagree
9.

Most advertising does not provide consumers with essential information.

The answer should be a single choice:
  1. Strongly agree
  2. Agree
  3. Neutral
  4. Disagree
  5. Strongly disagree

Ideas Similar to Advertisement Skepticism

  • Dissecting the Credibility of Advertisements
  • Understanding the Skeptic's Guide to Advertising
  • The Art of Doubting Advertisements: A Comprehensive Review
  • Distrust in Advertising: A Modern Perspective
  • The Skepticism Surrounding Advertisement Claims
  • Questioning the Validity: A Critique of Advertising Techniques

Here are some FAQs and additional information
on
Advertisement Skepticism

What is the SKEP scale used for?

The SKEP scale measures consumer skepticism toward advertising, helping researchers and practitioners understand how much individuals distrust or doubt advertising claims.

How is the SKEP scale scored?

Respondents rate nine statements on a 5-point Likert scale; some items are reverse scored, and higher total scores indicate greater skepticism toward advertising.

What is the score range for the SKEP scale and what does it indicate?

The SKEP scale has a possible score range from 9 to 45; higher scores indicate greater skepticism toward advertising.

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