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