Ad-Depicted Meaningful Relationships

Name: Ad-Depicted Meaningful Relationships
Published: 2023
License: https://psychometricscales.com/methodology.html

Attitude Toward the Ad (Meaningful Relationships)

4 items 2023 α 0.94 Free Hamby, A., Tezer, A., & Escalas, J. E.

What it measures

This scale measures how much a person believes an advertisement conveys the importance of close relationships and connections with others. Hamby, Tezer, and Escalas (2023) appear to have created the measure for a study of narrative-based, eudaimonic advertising.

Response format

7-point scale (anchors not stated; possibly Not at all (1) to A great deal (7)); stem: "To what extent do you view the [brand] ad as representing..."

Scale items

To what extent do you view the _____ ad as representing meaningful relationships?
To what extent do you view the _____ ad as representing meaningful connections to others?
To what extent do you view the _____ ad as representing the most important things in life?
To what extent do you view the _____ ad as representing the importance of family?

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

Usage notes & scoring

Reliability was excellent (α = .94; Hamby, Tezer, and Escalas 2023, p. 413), based on 95 Prolific Academic participants. Validity was not discussed. Fill each blank with the name of the focal brand.

Citation

Hamby, Anne, Ali Tezer, and Jennifer Edson Escalas (2023), "Significant Objects: How Eudaimonic Narratives Enhance the Value of Featured Products," Journal of Advertising, 52 (3), 406-422.

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Keywords

#advertising#relationships#eudaimonicappeals#narrativeadvertising

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