Briana Anderson - Cornell University
Briana Anderson - Cornell University
Briana Anderson - Cornell University
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40<br />
higher than the scale with the five attractiveness variables included. Also, it should<br />
be noted that the five items for endorser expertise are correlated with the five items of<br />
endorser trustworthiness with a correlation score of .728 and significance of .000.<br />
Table 10<br />
Endorser Credibility Scale without Attractiveness Items<br />
Variable Alpha if Item<br />
Deleted<br />
Trustworthy – Untrustworthy<br />
Dependable – Undependable<br />
Honest – Dishonest<br />
Reliable – Unreliable<br />
Sincere – Insincere<br />
Expert – Not Expert<br />
Experienced – Inexperienced<br />
Knowledgeable – Unknowledgeable<br />
Qualified – Unqualified<br />
Skilled - Unskilled<br />
Mean<br />
Standard Deviation<br />
Total Alpha<br />
.9554<br />
.9541<br />
.9562<br />
.9525<br />
.9549<br />
.9554<br />
.9542<br />
.9535<br />
.9521<br />
.9527<br />
63.8465<br />
15.6433<br />
.9585