Generalised Belief Measure (GBM)


Author of Tool: 

McCroskey, J. C.

Key references: 

McCroskey, J. C., & Richmond, V. P. (1996). Fundamentals of human communication: An interpersonal perspective. Prospect Heights, IL: Waveland Press.

Primary use / Purpose: 

This instrument is designed to measure any kind of belief.


The Generalised Belief Measure has been used to record beliefs in a wide range of communication research studies. It was designed to be used across context beliefs concerning a wide range of topics rather than just one topic.


The measure has Cronbach’s alpha estimates above .90, and has strong face, concurrent and predictive validity. For full psychometric description see McCroskey (2006).


PDF iconGeneralised Belief Measure (GBM)

Web link to tool:

Other Information: 

This instrument may be used to measure any kind of a belief. In the example below, “Federal Taxes Should be Reduced” is used as the target belief. Simply put the target belief you want to measure in place of the statement used in the example. In most circumstances you should expect to obtain an alpha reliability estimate above .90.   

Digital Object Identifier (DOI):


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