A ten-item uni-polar scale measuring the importance a respondent places on technical production attributes when forming quality judgments about an advertisement. Developed as part of a multimethod study comparing consumer-generated and company-created advertising, the scale captures how much weight respondents assign to craft-level execution elements such as lighting, sound, editing, acting, and colour. Items were generated from prior ad characteristic measures and subjected to EFA (using both Varimax and Oblimin rotations) alongside a pool of 17 candidate attributes; EFA resolved the full item set into three distinct factors, with ten items loading on executional quality (this scale), and the remaining items loading on artistic originality and authenticity respectively. The scale was administered to 200 U.S. adult participants recruited via Amazon Mechanical Turk.
Lawrence, B., Fournier, S., & Brunel, F. (2013). When companies don't make the ad: A multimethod inquiry into the differential effectiveness of consumer-generated advertising. Journal of Advertising, 42(4), 292-307.
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