Source Credibility Scale (Ohanian, 1990)

Attractiveness
Attractive — unattractive
Classy — not classy
Beautiful — ugly
Elegant — plain
Sexy — not sexy

Trustworthiness
Dependable — undependable
Honest — dishonest
Reliable — unreliable
Sincere — insincere
Trustworthy — untrustworthy

Product and professional expertise
Expert — not an expert
Experienced — inexperienced
Very Knowledgeable — not knowledgeable
Qualified — unqualified
Skilled — unskilled

Source: Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness.Journal of Advertising, 19(3), 39-52.

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Another Source credibility scale
Safety
Kind……………………..Cruel
Safe………………………Dangerous
Friendly………………….Unfriendly
Just……………………….Unjust
Honest…………………….Dishonest

Qualification
Trained……………………Untrained
Experienced……………….Inexperienced
Qualified…………………..Unqualified
Skilled………………………Unskilled
Informed……………………Uninformed

Dynamism
Aggressive…………………..Meek
Emphatic…………………….Hesitant
Bold………………………….Timid
Active…………………………Passive
Energetic………………………Tired

Source: Berlo, D. K., Lemert, J. B., & Mertz, R. J. (1969). Dimensions for evaluating the acceptability of message sources. Public opinion quarterly, 33(4), 563-576.

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