Ad Attention and Absorption Scale

What it measures

Measures the degree to which a consumer paid close attention to an ad and became cognitively absorbed by it. The scale is general — items do not specify which attribute of the ad was attended to — making it broadly applicable across ad formats and contexts. Given the absorption item, the scale may also function as a measure of ad engagement. Developed in research on kinetic properties of online advertising and their effects on novelty perceptions.

Response format

7-point Likert-type (strongly disagree to strongly agree)

Scale items

• I paid close attention to the ad.
• I fully concentrated upon the ad.
• I was deeply engrossed in the ad.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Source not stated by Kim and Lakshmanan (2015); key terminology overlaps with Ghani and Deshpande's (1994) concentration scale from flow research in human-computer interaction. Used as a manipulation check across six studies. Alpha range .84 to .91. Validity not discussed. The breadth of the items makes the scale suitable as a general-purpose ad attention measure across print, digital, and video advertising contexts.

Citation

Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(6), 94-111.

Keywords