Advertising & Persuasion Scales
259 validated scales · all free to use
Scales for measuring responses to advertising and persuasive communication. The domain includes the classic attitude toward the ad measures, source credibility scales for spokespeople and celebrity endorsers, the Narrative Transportation Scale, the Persuasion Knowledge Scale, Advertising Scepticism and emotional response to advertising, along with measures of ad involvement, message framing, attention, entertainment value and congruence. Many scales in this domain come from the Marketing Scales Handbook series and capture specific ad-evoked responses such as mental imagery, joy, information overload and message concreteness, which makes them well suited to experimental advertising research and manipulation checks. Parasocial interaction and TV programme connectedness measures sit here too; for influencer credibility and eWOM, see Digital Marketing & Technology.
Filter and compare these scales in the interactive search →
Other Marketing domains
All Advertising & Persuasion scales (A–Z)
A B C D E F G H I L M N O P Q R S T U V W A Acceptance of Sales Offer (Owner's) (AOSO) Srivastava, J., & Oza, S. · 2006 · 3 items · α .90 Account Planner Market Metrics Evaluation (APME) Morrison, M. A., & Haley, E. · 2003 · 8 items · α .94 Ad Affective Evaluation (Semantic Differential) (AASD) Baker, M. J., & Churchill, G. A. · 1977 · 11 items · α .75–.95 Ad Attention and Absorption Scale (AAAS) Kim, J., & Lakshmanan, A. · 2015 · 3 items · α 0.84-0.91 (across six studies) Ad Attribute Importance — Executional Quality (AAI-EQ) Lawrence, B., Fournier, S., & Brunel, F. · 2013 · 10 items · α alpha = .90 (Lawrence, Fournier, & Brunel, 2013; Study 3b, N=200, Amazon MTurk) Ad Believability (ADBEL) Beltramini, R. F. · 1982 · 10 items · α .90 Ad Claim's Precision (ACP) Xie, G.-X., & Kronrod, A. · 2012 · 4 items · α alpha = .87 (Xie & Kronrod, 2012; Study 1a) Ad Cognitive Quality Evaluation (ACQE) Homer, P. M. · 1995 · 7 items · α .89 Ad Credibility (General) (ADCREDG) Williams, P., & Drolet, A. · 2005 · 3 items · α .92 Ad Divergence Scale (ADS) Smith, R.E., MacKenzie, S.B., Yang, X., Buchholz, L.M., & Darley, W.K. · 2007 · 3 items · α .80–.97 (across studies) Ad Element Congruence (ADECONG) Mantel, S. P., & Kellaris, J. J. · 2003 · 5 items · α .95 Ad Entertainingness (ADENT) Edwards, S. M., Li, H., & Lee, J. H. · 2002 · 4 items · α .94 Ad Evaluation (Credibility and Appeal) (AECA) De Pelsmacker, P., Decock, B., & Geuens, M. · 1998 · 6 items · α .91 Ad Evaluative Judgment (Unipolar) (AEJU) Aylesworth, A. B., Goodstein, R. C., & Kalra, A. · 1999 · 13 items · α .77–.93 Ad Format Beliefs (Annoyance) (AFB) Burns, K. S., & Lutz, R. J. · 2006 · 4 items · α .84 Ad Gain-Loss Framing Perception (AGLFP) Baek, T.H. & Yoon, S. · 2017 · 3 items · α 0.92–0.95 Ad Hedonic Affect Evaluation (AHAE) Yi, Y. · 1990 · 4 items · α .90 Ad Humor Perception (Semantic Differential) (AHPSD) Chattopadhyay, A., & Basu, K. · 1990 · 6 items · α .92 Ad Humor Perception (Unipolar) (AHPUP) Cline, T. W., Altsech, M. B., & Kellaris, J. J. · 2003 · 4 items · α .85 Ad Informativeness (ADINF) Edwards, S. M., Li, H., & Lee, J. H. · 2002 · 4 items · α .82 Ad Informativeness Evaluation (AIE) Pham, M. T., & Avnet, T. · 2004 · 3 items · α .86 Ad Informativeness Scale (AIS) Kim, J., & Lakshmanan, A. · 2015 · 4 items · α 0.80-0.93 (across pretests and main studies) Ad Interest Becker, M., Scholdra, T. P., Berkmann, M., & Reinartz, W. J. · 2023 · 3 items · α 0.96 Ad Intrusiveness (ADINT) Li, H., Edwards, S. M., & Lee, J. H. · 2002 · 7 items · α .90 Ad Message Abstract Construal Level (AMCL-A) Ryoo, Y., Hyun, N.K., & Sung, Y. · 2017 · 3 items · α 0.96 Ad Message Abstractness Shani-Feinstein, Y., Kyung, E.J., & Goldenberg, J. · 2022 · 3 items · α 0.82 Ad Message Attention Scale (AMAS) Yoon, H.J. · 2015 · 3 items · α 0.94 (Study 1); not reported for Studies 2 and 3 Ad Message Concrete Construal Level (AMCL-C) Ryoo, Y., Hyun, N.K., & Sung, Y. · 2017 · 3 items · α 0.95 Ad Message Concreteness Shani-Feinstein, Y., Kyung, E.J., & Goldenberg, J. · 2022 · 3 items · α 0.94 Ad Message Involvement (AMI) Smith, R. E., & Yang, X. · 2008 · 4 items · α .86 Ad Message Involvement (Others-Focused) (AMI) Zhang, J. · 2009 · 4 items · α .80 Ad Message Involvement (Processing Effort) (AMI) Smith, R. E., Chen, J., & Yang, X. · 2008 · 4 items · α .84 Ad Message Involvement (Processing Effort) (AMI) Ahluwalia, R. H., & Burnkrant, R. E. · 2001 · 4 items · α .93 Ad Message Involvement (Processing Effort) (AMI) Andrews, J. C. · 1988 · 4 items · α .97 Ad Message Involvement (Self-Focused) (AMI) Zhang, J. · 2009 · 4 items · α .81 Ad Personal Relevance (APR) Chen, J., Yang, X., & Smith, R.E. · 2016 · 4 items · α 0.93 Ad Persuasion Susceptibility (APS) Chang, C. · 2017 · 7 items · α 0.88–0.95 (7-item); 0.87–0.88 (4-item) Ad Persuasiveness (APers) Chang, C. · 2017 · 4 items · α .91 Ad Product Behavioural Intention (ADPBI) Petrova, P. K., & Cialdini, R. B. · 2005 · 4 items · α .94 Ad Relevance Scale (ARS) Smith, R.E., MacKenzie, S.B., Yang, X., Buchholz, L.M., & Darley, W.K. · 2007 · 4 items · α .80–.97 (across studies) Ad Sexual Content Perception Liang, Y., Wu, X., Su, Y., & Jin, L. · 2023 · 3 items · α 0.996 Ad Spokesperson General Evaluation (ASGE) Martin, B. A. S., Lee, C. K. C., & Yang, F. · 2004 · 5 items · α .80 Ad Stimulating Affective Appeal (ASAA) Pham, M. T., & Avnet, T. · 2004 · 3 items · α .80 Ad Trust (Affect) (AT) Soh, H. L. · 2009 · 3 items · α .83 Ad Trust (Reliability) (AT) Soh, H. L. · 2009 · 9 items · α .96 Ad Trust (Usefulness) (AT) Soh, H. L. · 2009 · 4 items · α .88 Ad Trust (Willing to Use) (AT) Soh, H. L. · 2009 · 4 items · α .89 Ad Visual Appeal Scale (AVAS) Kim, J., & Lakshmanan, A. · 2015 · 3 items · α 0.94-0.97 (across pretests and main studies) Ad Visual Liveliness Scale (AVLS) Kim, J., & Lakshmanan, A. · 2015 · 3 items · α 0.94 (Study 2, n=59); 0.89 (Study 3, n=117) Ad-Depicted Meaningful Relationships Hamby, A., Tezer, A., & Escalas, J. E. · 2023 · 4 items · α 0.94 Ad-Evoked Approval Affect (AEAA) Bhat, S., Leigh, T. W., & Wardlow, D. L. · 1998 · 9 items · α .89 Ad-Evoked Arousal Liang, Y., Wu, X., Su, Y., & Jin, L. · 2023 · 4 items · α 0.997 Ad-Evoked Disapproval Affect (AEDA) Bhat, S., Leigh, T. W., & Wardlow, D. L. · 1998 · 10 items · α .93 Ad-Evoked Information Overload Becker, M., Scholdra, T.P., Berkmann, M., & Reinartz, W.J. · 2023 · 3 items · α 0.92 Ad-Evoked Joy Becker, M., Scholdra, T.P., Berkmann, M., & Reinartz, W.J. · 2023 · 3 items · α 0.97 Ad-Evoked Mental Imagery Grigsby, J.L., Jewell, R.D., & Zamudio, C. · 2023 · 10 items · α 0.95 Ad-Evoked Nostalgic Memory (AENM) Hartmann, P., Apaolaza, V., & Eisend, M. · 2016 · 5 items · α 0.98 Ad-Evoked Positive Mood (AEPM) Ahluwalia, R., & Burnkrant, R. E. · 2004 · 7 items · α .87 Ad-Evoked Product Usage Imagery (APUI) Escalas, J. E., & Luce, M. F. · 2004 · 3 items · α .86–.89 Advertised Brand Manufacturer Trust (ABMT) Dean, D. H. · 1999 · 4 items · α .83–.92 Advertised Brand Purchase Intention Scale (WPAB) Coulter, K. S., & Grewal, D. · 2014 · 3 items · α 0.88-0.91 Advertised Product Behavioural Intention (APBI) Sundar, S. S., & Kalyanaraman, S. · 2004 · 3 items · α .86 Advertisement Interestingness (AI) Chen, J., Yang, X., & Smith, R.E. · 2016 · 3 items · α .95 Advertisement Self-Referencing (ASR) Martin, B. A. S., Lee, C. K.-C., & Yang, F. · 2004 · 7 items · α .88 Advertising Avoidance (General) (AA) Cho, C. H., & Cheon, H. J. · 2004 · 5 items · α .80 Advertising Processing Fluency (APF) Yan, D. · 2016 · 6 items · α 0.88 Advertising Scepticism Scale (SKEP) Obermiller, C. & Spangenberg, E.R. · 1998 · 9 items · α 0.81–0.89 Advertising Skepticism (ADSK) Obermiller, C., & Spangenberg, E. R. · 1998 · 9 items · α .92 Affective Ad Processing Scale (AAPS) Sundar, A., Kardes, F. R., & Wright, S. A. · 2015 · 3 items · α 0.81 Affective Response to Advertising Vulnerability Scale (ARAVS) Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. · 2015 · 5 items · α 0.864 (pilot); 0.88 (Study 1); 0.93 (Study 2) Affective Response to the Ad (Anxiety) (ARTT) Lau-Gesk, Loraine and Joan Meyers‐Levy · 2009 · 3 items · α .86 Affective Response to the Ad (Fear) (ARTT) Lau-Gesk, Loraine and Joan Meyers‐Levy · 2009 · 3 items · α .88 Affective Response to the Ad (Guilt) (ARTT) Lau-Gesk, Loraine and Joan Meyers‐Levy · 2009 · 3 items · α .85 Anger at Service Provider (AASP) Bonifield, C., & Cole, C. A. · 2008 · 4 items · α .87 Anthropomorphism of the Ad-Depicted Product Grigsby, J.L., Jewell, R.D., & Zamudio, C. · 2023 · 10 items · α 0.93 Argument Strength Scale (ASS) Yeh, M.A., & Jewell, R.D. · 2015 · 5 items · α 0.87 (Study 1, n=273); 0.89 (Study 2, n=211) Attention Allocated to Advertising (AAA) Laczniak, R. N., Muehling, D. D., & Grossbart, S. · 1989 · 5 items · α .91 Attention to Ad (Brand Evaluation) (ATA) Andrews, J. C. · 1988 · 6 items · α .86 Attitude Toward AI-Generated Ads Arango, L., Singaraju, S. P., & Niininen, O. · 2023 · 3 items · α 0.84 Attitude Toward Drinkers (Alcohol) (ATD) Pechmann, C., & Knight, S. J. · 2002 · 6 items · α .92 Attitude Toward Gender Role Portrayals in Advertising (AGRPA) Ford, J. B., & LaTour, M. · 1993 · 12 items · α .80 Attitude Toward In-Game Advertising (Entertaining) (ATIGA-E) Poels, K., Janssens, W., & Herrewijn, L. · 2013 · 3 items · α CR = .80 (Poels, Janssens, & Herrewijn, 2013; N=708, Belgian panel); AVE = .57 Attitude Toward In-Game Advertising (General) (ATIGA-G) Poels, K., Janssens, W., & Herrewijn, L. · 2013 · 3 items · α CR = .91 (Poels, Janssens, & Herrewijn, 2013; N=708, Belgian panel); AVE = .78 Attitude Toward In-Game Advertising (Realism Enhancement) (ATIGA-R) Poels, K., Janssens, W., & Herrewijn, L. · 2013 · 3 items · α CR = .80 (Poels, Janssens, & Herrewijn, 2013; N=708, Belgian panel); AVE = .58 Attitude Toward the Ad (Comprehension) (ATTA) Weiss, A. M. · 2002 · 3 items · α .91 Attitude Toward the Ad (Creativeness) (ATTA) Heiser, R. S., & Torres, I. M. · 2008 · 7 items · α .91 Attitude Toward the Ad (Deceptive) (ATAD-D) Kirmani, A., & Zhu, R. · 2007 · 3 items · α alpha = .83 (Kirmani & Zhu, 2007; Study 1, n=129 undergraduates); alpha = .94 (Aguirre-Rodriguez, 2013; Study 2, n=99 undergraduates) Attitude Toward the Ad (Empathy) (ATTA) Weiss, A. M. · 2002 · 3 items · α .87 Attitude Toward the Ad (Entertaining) (ATTA) Lastovicka, J. L. · 1983 · 16 items · α .90 Attitude Toward the Ad (Humorous) (ATAD-H) Swani, K., Weinberger, M.G., & Gulas, C.S. · 2013 · 6 items · α alpha = .82 (Study 1); alpha = .89 (Study 2) (Swani, Weinberger, & Gulas, 2013) Attitude Toward the Ad (Interesting) (ATTA) Weiss, A. M. · 2002 · 3 items · α .87 Attitude Toward the Ad (Manipulative) (ATTA) Campbell, M. C. · 1995 · 6 items · α .89 Attitude Toward the Ad (Memorable) (ATTA) Jaworski, B. J. · 1989 · 3 items · α .89 Attitude Toward the Ad (Overall) (ATTA) Kim, S. · 2011 · 6 items · α .95 Attitude Toward the Ad (Pleasurable) (ATAD-P) Lawrence, B., Fournier, S., & Brunel, F. · 2013 · 4 items · α alpha = .93 (Lawrence, Fournier, & Brunel, 2013; Study 2b, N=270, Qualtrics national panel) Attitude Toward the Ad (Receptiveness) (ATTA) Smith, R. E., & Yang, X. · 2008 · 3 items · α .93 Attitude Toward the Ad (Relevance) (ATAD-R) Lawrence, B., Fournier, S., & Brunel, F. · 2013 · 4 items · α alpha = .95 (Lawrence, Fournier, & Brunel, 2013; Study 2b, N=270, Qualtrics national panel) Attitude Toward the Ad (Relevant News) (ATTA) Olson, D. M., & Young, C. · 1982 · 13 items · α .90 Attitude Toward the Ad (Transformative) (ATTA) Puto, C. P., & Wells, W. D. · 1984 · 3 items · α .81 Attitude Toward the Ad (Trustworthiness) (ATAD-T) Lawrence, B., Fournier, S., & Brunel, F. · 2013 · 4 items · α alpha = .96 (Lawrence, 2014, personal correspondence; Study 2b, N=270, Qualtrics national panel) Attitude Toward the Ad (Uniqueness) (ATTA) Homer, P. M. · 1995 · 6 items · α .95 Attitude Toward the Ad Scale (Aad) Muehling, D.D. & McCann, M. · 1993 · 6 items · α 0.92–0.97 Attitude Toward the Ad's Format (ATTA) Burns, K. S., & Lutz, R. J. · 2006 · 4 items · α .92 Attitude Toward the Advertiser (ATTA) Lohse, G. L., & Rosen, D. L. · 2001 · 6 items · α .93 Attitude Toward the Brand (Spears & Singh) (Ab) Spears, N., & Singh, S. N. · 2004 · 5 items · α .95–.97 Attitude Toward the Brand in the Ad (ATTB) Kim, S. · 2011 · 6 items · α .93 Attitude Toward the Brand of Beer (Cognitive) (ATTB) Homer, P. M. · 2006 · 13 items · α .87 Attitude Toward the Game (Enjoyment) (ATGAME-E) Kinard, B.R., & Hartman, K.B. · 2013 · 3 items · α alpha = .917 (Kinard & Hartman, 2013; N=326 adults, online experiment) Attitude Toward the Game Scale (ATGAME) Waiguny, M.K.J., Nelson, M.R., & Marko, B. · 2013 · 6 items · α alpha = .90 (Waiguny, Nelson, & Marko, 2013; N=107 college students) Attitude Toward the Movie (General) (ATTM) Sood, S. · 2006 · 6 items · α .95 Attitude Toward the Object (Pleasantness) (ATTO) Bosmans, A. · 2006 · 4 items · α .93 Author's Genuine Brand Liking Avramova, Y. R., Dens, N., & De Pelsmacker, P. · 2022 · 4 items · α 0.80 B
C Celebrity Image Salience Scale (CISS) Hasford, J., Hardesty, D.M., & Kidwell, B. · 2015 · 5 items · α 0.96 (Hasford, personal correspondence, 2016) Claim Verification Effort (Price-related) (CVE) Krishnan, B. C., Biswas, A., & Netemeyer, R. G. · 2006 · 5 items · α .81 Cognitive Empathy with the Person in the Ad Arango, L., Singaraju, S. P., & Niininen, O. · 2023 · 3 items · α 0.91 (Study 1); 0.94 (Study 2) Cognitive Resource Demands (CRD) White, K., & Peloza, J. · 2009 · 3 items · α .85 Commonality of Employee Response (COER) Klein, N. M. · 2007 · 5 items · α .90 Comparative Ad Negativity Valence (CANV) Jain, S. P., & Posavac, S. S. · 2004 · 5 items · α .81 Comparison Intensity (CI) Chow, C. W. · 2006 · 4 items · α .92 Comparison Valence of the Ad (CVOT) Chang, C. C. · 2008 · 6 items · α .89 Congruence (General) (CONG) Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. · 2004 · 3 items · α .90 Congruence (Self with the Brand's Ad) Wilkie, D. C. H., Burgess, A. J., Mirzaei, A., & Dolan, R. M. · 2023 · 4 items · α 0.95 Connectedness with Television Program (CWTP) Russell, C. A., & Heckler, S. E. · 2004 · 9 items · α .89 Consumer Disgust Index (CDI) Northey, G., Dolan, R., Etheridge, J., Septianto, F., & van Esch, P. · 2020 · 2 items · α 0.96 Controllability (CON) Klein, N. M. · 2007 · 4 items · α .84 Corporate Philanthropy Attitude (CPA) Xie, Y. & Keh, H.T. · 2016 · 4 items · α 0.92–0.94 Creative Task Enjoyment (CTE) Dahl, D. W., & Moreau, C. P. · 2007 · 7 items · α .88 Credibility (Expertise) (CREDEXP) Newell, S. J., & Goldsmith, R. E. · 2001 · 4 items · α .85 Credibility (Trustworthiness) — Newell & Goldsmith (CREDNGS) Newell, S. J., & Goldsmith, R. E. · 2001 · 4 items · α .80 Customer Rage (Non-Verbal Expressions) (CR) Deffenbacher, J. L., & Swaim, R. C. · 2002 · 5 items · α .83 D
E Emotional Reaction (Negative) (ER) Moore, D. J., Harris, W. D., & Chen, H. C. · 1995 · 6 items · α .92 Emotional Response to Advertising (ERA) Kim, E., Ratneshwar, S., & Thorson, E. · 2017 · 5 items · α 0.75 Emotional Response to Advertising Scale (ERA) Edell, J.A. & Burke, M.C. · 1987 · 25 items · α 0.87–0.96 Empathic Response to Advertising Drama (ERAD) Escalas, J. E., & Stern, B. B. · 2003 · 5 items · α .95–.96 Endorser and Product Fit in the Ad Franke, C., Groeppel-Klein, A., & Müller, K. · 2023 · 3 items · α 0.85 (Study 2) Engagement (General – Attentional Focus) Kristofferson, K., & Dunn, L. · 2023 · 3 items · α 0.89–0.97 (Studies 2, 2 follow-ups, 3, 4) Ethnocentrism (Ethnic) (ETH) Ouellet, J. F. · 2007 · 4 items · α .92 Eudaimonic Appreciation of the Story Hamby, A., Tezer, A., & Escalas, J.E. · 2023 · 3 items · α 0.88 to 0.92 Eudaimonic Symbolism of the Object Hamby, A., Tezer, A., & Escalas, J.E. · 2023 · 3 items · α 0.93 to 0.98 Expertise (Source) (EXPSRC) McCroskey, J. C. · 1966 · 8 items · α .94 F
G
H Hedonic and Utilitarian Attitudes Scale (HUTA) Batra, R. & Ahtola, O.T. · 1991 · 10 items · α 0.88–0.95 Hedonic Pleasure from Reading Hamby, A., Tezer, A., & Escalas, J. E. · 2023 · 3 items · α 0.93-0.97 Hong Psychological Reactance Scale (HPRS) Hong, S.M. & Faedda, S. · 1996 · 14 items · α 0.73–0.83 Hope for Donation Recipients Waites, S., Farmer, A., Hasford, J., & Welden, R. · 2023 · 3 items · α 0.76 to 0.92 Hotel Positioning Similarity (HPS) Biehal, G. J., & Sheinin, D. A. · 2007 · 7 items · α .84 I Impact of Donating to the Charity Waites, S., Farmer, A., Hasford, J., & Welden, R. · 2023 · 5 items · α 0.98 (Study 5); 0.95 (Study 6a pretest) Information Believability (INFBEL) Gürhan-Canli, Z., & Maheswaran, D. · 2000 · 5 items · α .87 Information Source Importance (Internet Sources) (ISI) Kim, W. J. · 2009 · 4 items · α .84 Information Source Importance (Mass Media Souces) (ISI) Kim, W. J. · 2009 · 9 items · α .94 Informational and Transformational Advertising Content Scale (ITAC) Puto, C.P., & Wells, W.D. · 1984 · 8 items · α Informational: 0.77–0.85; Transformational: 0.75–0.82 Informativeness of the Job Ad (IOTJ) Feldman, D. C., & Hardesty, D. M. · 2006 · 4 items · α .82 Interest in Advertisements (INTADS) Jin, H. S. · 2004 · 3 items · α .94 Interest in the Ad Vehicle (INTADV) De Pelsmacker, P., Geuens, M., & Anckaert, P. · 2002 · 3 items · α .92 Interest in the Advertised Brand (IITA) Smith, R. E., & Yang, X. · 2008 · 3 items · α .90 Intoxication (INT) Reynolds, K. L., & Harris, L. C. · 2009 · 5 items · α .93 Involvement of Group in Conversation (IOGI) Burgoon, J. K., & Hale, J. L. · 1987 · 4 items · α .85 Involvement with the Reading Task (IWTR) Chakravarti, A., & Janiszewski, C. · 2003 · 5 items · α .95 L
M Metaphor Strength (Up = More & Down = Less) Barone, M.J., Coulter, K.S., & Li, X. · 2020 · 6 items · α 0.76-0.85 Mood (General) (MOO) Allen, C. T., & Janiszewski, C. A. · 1989 · 4 items · α .80 Mood Repair (MR) Arnold, M. J., & Reynolds, K. E. · 2009 · 4 items · α .85 Moral Identity (Internalization) (MI) Aquino, K. F., & Reed II, A. · 2002 · 5 items · α .85 Morality Comparison (Organizations) (MC) Reed II, A. K., & Levy, E. · 2007 · 7 items · α .93 Motivated Commercial Viewing Attention (MCVA) Jin, H. S. · 2004 · 3 items · α .94 Movement Perception of the Visual Pattern Farace, S., Roggeveen, A., Ordenes, F.V., De Ruyter, K., Wetzels, et al. · 2020 · 4 items · α 0.83-0.88 N Narrative Reflection (NR) Hamby, A. & Brinberg, D. · 2016 · 3 items · α .85–.96 Narrative Transportation Scale (NTS) Green, M.C. & Brock, T.C. · 2000 · 11 items · α 0.76–0.88 Need for Evaluation (NFE) Crowne, D. P., & Marlowe, D. · 1960 · 5 items · α .84 Negative Ad Affect (Dutch) (NAAD) Moorman, M., Neijens, P. C., & Smit, E. G. · 2002 · 5 items · α .81 Negative Affective Response to the Ad Liang, Y., Wu, X., Su, Y., & Jin, L. · 2023 · 4 items · α 0.90 Nostalgia-Evoked Ad Response (NEAR) Muehling, D. D., & Sprott, D. E. · 2004 · 10 items · α .96 O
P Parasocial Interaction Scale (PSI) Rubin, A.M., Perse, E.M., & Powell, R.A. · 1985 · 10 items · α 0.82–0.90 Parasocial Relationship with the Celebrity Aw, E. C.-X., & Labrecque, L. I. · 2023 · 9 items · α 0.91 (Study 1) Parental Attitudes Toward Advergames (Negative) Scale (ATAG-N) Evans, N.J., Carlson, L., & Hoy, M.G. · 2013 · 6 items · α alpha = .857 (Evans, Carlson, & Hoy, 2013; N=214 parents of children aged 7-11) Perceived Ad Customization De Keyzer, F., Dens, N., & De Pelsmacker, P. · 2022 · 5 items · α 0.889-0.933 Perceived Ad Exaggeration Becker, M., Scholdra, T. P., Berkmann, M., & Reinartz, W. J. · 2023 · 3 items · α 0.93 Perceived Ad Incongruence Scale (PAIS) Hutter, K., & Hoffmann, S. · 2014 · 3 items · α 0.94 Perceived Ad Message Relevance (PAMR) Andrews, J. C., & Durvasula, S. · 1991 · 10 items · α .96 Perceived Ad Motivational Orientation Bauer, B. C., & Johnson, C. D. · 2023 · 3 items · α 0.84 Perceived Ad Offensiveness Terlutter, R., Diehl, S., Koinig, I., Chan, K., & Tsang, L. · 2022 · 3 items · α 0.905-0.919 Perceived Slogan Relevance Scale (PSLR) Cian, L., Krishna, A., & Schwarz, N. · 2015 · 3 items · α 0.96 Personal Involvement Inventory for Advertising (PIIA) Zaichkowsky, J.L. · 1994 · 10 items · α 0.95–0.97 Personalized Advertising Irritation Scale (PADI) Baek, T.H., & Morimoto, M. · 2012 · 8 items · α alpha = .91 (Baek & Morimoto, 2012; N=442); AVE = .572 Persuasion Knowledge Scale (PKS) Bearden, W.O., Hardesty, D.M., & Rose, R.L. · 2001 · 8 items · α 0.80–0.88 Persuasiveness of the Ad (POTA) Smith, R. E., & Yang, X. · 2008 · 3 items · α .82 Physical Fitness Motivation (PFM) Nan, X. · 2008 · 4 items · α .88 Positive Ad Affect (Dutch) (PAAD) Moorman, M., Neijens, P. C., & Smit, E. G. · 2002 · 8 items · α .89 Post-Socializing Affect (PSA) Wheeler, S. C., & Berger, J. · 2007 · 3 items · α .80 Preference Clarity (PC) Franke, N. P., & Steger, C. J. · 2009 · 5 items · α .89 Processing Fluency (General) Graf, L.K.M., Mayer, S., & Landwehr, J.R. · 2018 · 5 items · α 0.92 Product Effectiveness (PE) Bolton, L. E., & Armstrong, K. · 2008 · 3 items · α .93 Product Placement Attitude (PPA) Russell, C. A. · 2002 · 15 items · α .80 Public Opinion Toward Advertising Scale (POTA) Pollay, R.W., & Mittal, B. · 1993 · 21 items · α 0.65–0.85 across subscales Q
R Realism of the Object Sharma, N., & Romero, M. · 2020 · 3 items · α 0.68-0.95 Receptivity of Others in a Group (ROOI) Burgoon, J. K., & Hale, J. L. · 1987 · 3 items · α .83 Regret (Anticipated) (REG) Heitmann, M. D., & Herrmann, A. · 2007 · 5 items · α .84 Regret about Switching Service Providers (RASS) Tokman, M. L., & Lemon, K. N. · 2007 · 4 items · α .87 Relaxation Inference Keh, H.T., Wang, D., & Yan, L. · 2021 · 3 items · α 0.96 Religion of the Person in the Ad Rößner, A., Gvili, Y., & Eisend, M. · 2021 · 3 items · α 0.94-0.98 Repurchase Intention (RI) Heitmann, M. D., & Herrmann, A. · 2007 · 5 items · α .81 Retaliatory Behavior (Complaining for Publicity) (RB) Grégoire, Y., & Fisher, R. J. · 2008 · 4 items · α .86 Returning Products Experience (RPE) Harris, L. C. · 2008 · 4 items · α .86 Risk (Performance) (RIS) Grewal, D. J., & Marmorstein, H. · 1994 · 5 items · α .90 S Self-Control (General) (SC) Fennis, B. M., & Vohs, K. D. · 2009 · 7 items · α .88 Self-referencing (SR-H) Hartmann, J., Heitmann, M., Schamp, C., & Netzer, O. · 2021 · 5 items · α 0.94 Self-Regulatory Focus (Prevention) (SRF) Higgins, E. T. · 1997 · 9 items · α .82 Self-Service Technology Interactivity (SSTI) Johnson, G. J., & Kumar, A. · 2006 · 7 items · α .90 Sexual Liberalism in Media Scale (SLMS) Mittal, B., & Lassar, W.M. · 2000 · 3 items · α .89 Similarity of Endorsers Thomas, V.L., & Fowler, K. · 2021 · 3 items · α 0.87-0.94 Similarity to Others in a Group (STOI) Burgoon, J. K., & Hale, J. L. · 1987 · 3 items · α .85 Simultaneous Multi-Media Usage (SMMU) Segijn, C.M., Voorveld, H.A.M., & Smit, E.G. · 2016 · 4 items · α .87 Situation-Specific Thinking Style (Experiential) (SSTS) Epstein, S. · 1973 · 10 items · α .87 Slogan Attitude (SlogAtt) Vermeulen, I. & Beukeboom, C.J. · 2016 · 3 items · α 0.92 Slow Motion in the Video Yin, Y., Jia, J.S., & Zheng, W. · 2021 · 3 items · α 0.88 Source Credibility (Trustworthiness) — Compilation (SCCRED) Mackenzie, S. B., & Lutz, R. J. · 1989 · 13 items · α 0.71-0.98 Source Credibility Scale (SCS-Ohanian) Ohanian, R. · 1990 · 15 items · α 0.87–0.96 Source Credibility Scale — Celebrity Endorsers (SCS-CE) Ohanian, R. · 1990 · 15 items · α Expertise .91 / Trustworthiness .90 / Attractiveness .93 Spokesperson Likeability (SPKLIK) Whittler, T. E., & DiMeo, J. · 1991 · 4 items · α .94 Sponsor Self-Interest Perception (SSIP) Williams, P., Fitzsimons, G. J., & Block, L. G. · 2004 · 3 items · α .82 Sponsorship Fit and Congruence Scale (SFCS) Gwinner, K.P. & Eaton, J. · 1999 · 8 items · α 0.81–0.92 Sponsorship Image Congruence Scale (SPONSCONG) Pappu, R., & Cornwell, T.B. · 2014 · 4 items · α 0.95 Sponsorship Promotion Creativity (SPC) Madrigal, R. & King, J. · 2017 · 3 items · α 0.91–0.93 Spousal Influence Strategy (Coercive) (SIS) Nelson, M. C. · 1988 · 6 items · α .85 Stimulus Vividness Perception (SVP) Petrova, P. K., & Cialdini, R. B. · 2005 · 6 items · α .82 Sympathetic Response to Advertising Drama (SRAD) Escalas, J. E., & Stern, B. B. · 2003 · 5 items · α .88–.89 T Technology Usage Motivation (Intrinsic) (TUM) Dong, B. K., & Zou, S. · 2008 · 5 items · α .88 Television Program Global Attitude (TPGA) Russell, C. A. · 2002 · 3 items · α .80–.94 Threat to Freedom (Message) Shoenberger, H., Kim, E., & Sun, Y. · 2021 · 4 items · α 0.92 Transportation (TRA) Chang, C. · 2009 · 13 items · α .82 TV Program Connectedness Scale (TVCS) Russell, C.A., Norman, A.T. & Heckler, S.E. · 2004 · 16 items · α 0.84 TV Program Information Value (TPIV) Bellman, S., Wooley, B., & Varan, D. · 2016 · 3 items · α .89 Typicality of Message Phrasing (High-End Brand) Lee, J.K. · 2021 · 4 items · α 0.959 U
V Value of Win-Back Offer (VOWB) Grewal, D. K. · 1998 · 11 items · α .95 Video Program Enjoyment Corkindale, D., Neale, M., & Bellman, S. · 2023 · 5 items · α 0.96 Viewer Response Profile (VRP) Schlinger, M.J. · 1979 · 32 items · α 0.70–0.89 across subscales Visual Aesthetic Appeal (VAA) Cox, D. S., & Cox, A. D. · 2002 · 6 items · α .93 W Warning Prominence in Print Ads (WPIP) Torres, I. M., & Heiser, R. S. · 2007 · 4 items · α .81 Website Interactivity (Control) (WI) Liu, Y. · 2003 · 9 items · α .90 Word-of-Mouth (Negative) (WOM) Grégoire, Y., & Fisher, R. J. · 2008 · 4 items · α .91 Word-of-Mouth (Social Benefits) (WOM) Ryu, G., & Feick, L. · 2007 · 3 items · α .89 Written Information Processing Fluency (WIPF) Hildebrand, D., DeMotta, Y., Sen, S., & Valenzuela, A. · 2017 · 6 items · α 0.91 Written Stimulus Evaluation (WSE) Menon, G., Block, L. G., & Ramanathan, S. · 2002 · 7 items · α .84