Ad Cognitive Quality Evaluation

What it measures

Seven items capture a person's cognitive-based evaluation of an advertisement's quality characteristics, including believability, informativeness, design, clarity, and attention-getting properties.

Response format

Response format not stated; likely 7-point Likert or semantic differential

Scale items

• was believable
• was interesting
• was informative
• was well-designed
• was easy-to-follow
• was attention-getting
• clear

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

Usage notes & scoring

Draws on descriptors used previously in semantic differential attitude-toward-the-ad measures; the specific item combination appears original to Homer (1995) and Stafford (1998). Alphas of .89, .78, and .76 reported across different uses. Response format not stated—verify against original article.

Citation

Homer, P. M. (1995). Ad size as an indicator of perceived advertising costs and effort: The effects on memory and perceptions. Journal of Advertising, 24(4), 1–12.

Keywords