Briana Anderson - Cornell University

Table 3
29
Ohanian’s (1990) Endorser Credibility Scale
Attractiveness
Items
Attractive – Unattractive
Classy – Not Classy
Beautiful – Ugly
Elegant – Plain
Sexy – Not Sexy
Trustworthiness
Items
Trustworthy – Untrustworthy
Dependable – Undependable
Honest – Dishonest
Reliable – Unreliable
Sincere – Insincere
Expertise Items
Expert – Not Expert
Experience – Inexperienced
Knowledgeable – Unknowledgeable
Qualified – Unqualified
Skilled - Unskilled
Results from the endorser credibility section were tested to see if they correlated with
the results of perceived organizational credibility (see “Results” section). In addition,
the attractiveness portion of the endorser credibility scale will serve as a manipulation
check of physical attractiveness. Based on reliability scores (see “Results” section),
the 15 items related to endorser credibility had a high enough alpha score to combine
into a single summed variable (refereed to as “endcred” in the data set).
Furthermore, based on alpha scores (see “Results” section) of the three
constructs underlying the endorser credibility scale, i.e. attractiveness, trustworthiness,
and expertise, the following variables were created:
• Perceived endorser attractiveness (enattrac) is a summation of the 5
attractiveness items presented in Figure 6 (10 point scale for each item,
range of 5 -50).
o Enattrac1 is a dichotomous measure of perceived endorser
attractiveness where 0 = unattractive (1-28) and 1 = attractive (29-