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.
5-point uni-polar scale (1=extremely unimportant, 5=extremely important)
Full scale items shown. Always cite the original source when using this scale in research.
The scale captures individual differences in how much respondents weight technical production craft when evaluating advertising, and is theoretically distinct from measures of ad liking, attitude toward the ad, or aesthetic originality. It was used in Study 3b of the parent article and demonstrated strong internal consistency. No formal validity assessment beyond EFA was reported. The scale may be particularly useful as a covariate or moderator in research on consumer responses to user-generated or amateur content, production quality signals, or variation in ad evaluation criteria. Researchers should note that the scale assesses perceived importance of executional attributes rather than perceived quality of execution itself.
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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