SAMPLE 1 FORM RDC/1A THE HONG KONG POLYTECHNIC ...

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SAMPLE 1 FORM RDC/1A THE HONG KONG POLYTECHNIC ...

Ohanian (1990, 1991) developed a list of 139 adjectives relating to source credibility.This was reduced to 15 key dimensions, five each for expertise, trustworthiness, andattractiveness. The scale consisted of 15 semantic differential items encompassingthe dimensions of (i) attractiveness (attractive/unattractive, classy/not classy,beautiful/ugly, elegant/plain, and sexy/not sexy), (ii) trustworthiness(dependable/undependable, honest/dishonest, reliable/unreliable, sincere/insincere,and trustworthy/ untrustworthy), and (iii) expertise (expert/not an expert, experienced/inexperienced, knowledgeable/ unknowledgeable, qualified/unqualified, andskilled/unskilled). It was validated using respondents’ self-reported measures ofintention to purchase and perception of quality for the products being tested. It wastested by the developer (Ohanian, 1990) to possess reliability and nomological (i.e.,the relationship between the scores of a scale and how these scores relate to themeasures of other constructs or behaviours), convergent, and discriminant validity.Scales to measure attitude toward advertisement will be drawn from previous studies(Chang et al., 2005; Lafferty & Goldsmith, 1999; Simons & Carey, 1998).Respondents will be asked to rate “my overall attitude towards the advertisement” onfour 7-point semantic differential scales marked by the adjectives ‘good–bad’, like–dislike’, ‘interesting–uninteresting’ and ‘irritating–not irritating’. To measure attitudetoward brand, Till and Shimp's (1998) scale will be used. Subjects will be asked torate "how would you describe your overall feeling to Hong Kong?" on three 7-pointsemantic differential scales anchored by favorable/unfavorable, positive/negative,and strongly dislike/strongly like. Visitation intention will be measured by applyingMachleit and Wilson (1988) and Petty, Cacioppo and Schumann's (1983) purchasingscale. The visitation intention dimension will also take into account the joint decisionmaking process by asking the respondent “how likely is it that you and your travelcompanion(s) will visit Hong Kong in the next 12 months?" for the following threeitems, probable/improbable, likely/unlikely and possible/impossible. A pre-testamong a student sample will be conducted to make sure that the experiments andquestions were clear and comprehensive before the actual study will be undertaken(Vern & Thompson, 2002).© No part of this proposal could be reproduced in any form without the permission of the author. 8

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