Source Credibility Measures

A comprehensive academic review of the Source Credibility Measures (McCroskey & Teven, 1999), examining the...

September 12, 2026 • Dr. Mohammed Looti

General Perceived Appropriateness

A comprehensive academic analysis of the General Perceived Appropriateness (GPA) scale, examining its theoretical foundations,...

September 12, 2026 • Dr. Mohammed Looti

Ad Persuasiveness (APers)

The Ad Persuasiveness (APers) scale is a 4-item psychometric measure evaluating perceived message persuasiveness, cogency,...

September 12, 2026 • Dr. Mohammed Looti

Simultaneous Multi-Media Usage

Comprehensive academic overview of the Simultaneous Multi-Media Usage (SMMU) scale, evaluating its psychometric properties, theoretical...

September 12, 2026 • Dr. Mohammed Looti

Ad Persuasion Susceptibility (APS)

A comprehensive psychometric analysis of the Ad Persuasion Susceptibility (APS) scale developed by Chingching Chang...

September 12, 2026 • Dr. Mohammed Looti

Review Helpfulness Intent Scale (RWHI)

Comprehensive academic overview of the Review Helpfulness Intent Scale (RWHI), examining its psychometric properties, theoretical...

September 12, 2026 • Dr. Mohammed Looti

Perceived Review Quality Scale (RVHL)

The Perceived Review Quality Scale (RVHL) measures a reader's cognitive appraisal of online word-of-mouth utility,...

September 12, 2026 • Dr. Mohammed Looti

Perceived Informativeness Scale (IGS)

A comprehensive academic profile of the Perceived Informativeness Scale (IGS), a 3-item unipolar psychometric instrument...

September 12, 2026 • Dr. Mohammed Looti

Ad Message Attention Scale

The Ad Message Attention Scale (AMAS) measures focal cognitive attention and mental elaboration allocated specifically...

September 12, 2026 • Dr. Mohammed Looti

Argument Strength Scale (ASS)

A psychometric review of the Argument Strength Scale (ASS), evaluating perceived argument quality, theoretical roots...

September 11, 2026 • Dr. Mohammed Looti