Skepticism towards advertisements (SKEP)
Psychology: Cognition & Education1 sample item
About this scale
The field of consumer psychology studies the thinking and behavior of consumers. This research is particularly relevant as part of applied psychology. Obviously, advertisers want to know if potential consumers take advertisements seriously and generally how advertisements are cognitively and emotionally processed. One scale tapping into this is the SKEP, which has 9 Likert items.
Sample item(s)
“Survey code includes 15 item lines. Open PsyToolkit to review wording and permissions.”
Notes
Psychology field scale. Check the PsyToolkit page and original paper for use rights before fielding.
Source & citation
Obermiller, C. & Spangenberg, E.R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7 , 159-186.
Source. Scale details are summarised from the publication cited above. Always consult the original source for the full item set, scoring, and permission to use.
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