The Dementia Stigma Measure (Cheng et al., 2011) was developed for the purposes of a study that investigated whether brief exposure to information has any effect on stigmatizing attitudes towards older people with dementia, and how people responded to this medical diagnosis. First, participants read two vignettes that described the symptoms of dementia in two fictitious older individuals. The Dementia Stigma Measure was then used to assess stigma related to dementia. It consists of 11 Likert-scaled items covering the cognitive, emotional, and behavioral aspects of stigma (e.g., "Persons with dementia are not as dangerous as people think," "I would feel embarrassed going out with a relative or friend who has dementia," "I would avoid contact with people with dementia"). Of the initial 15-item pool, some were constructed with reference to other stigma scales (Taylor & Dear, 1981; Fife & Wright, 2000; Struening et al., 2001; Mak et al., 2007b) and adapted to refer specifically to dementia. The remainder were developed as a result of a pilot survey in Hong Kong. The final 11 items were selected on the basis of their inter-item correlations. Alpha reliability was 0.75 in a sample of Hong Kong adults.