The construct validity of semantic differential scales for the measurement of source credibility

Abstract

This study investigates the construct validity of commonly used semantic differential scales for the measurement of source credibility. Criticisms of the scales are first reviewed. This suggests a need for construct validity research. The process of construct validation is then explained. The source credibility construct is placed in a nomological network and hypotheses are derived and tested. The results are examined, and the claim is advanced that the evidence supports the construct validity of the scales. Implications of the results are discussed.

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