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