Five items assess the degree to which a specific element within an advertisement—such as music, background, or imagery—is perceived as appropriate and congruent with the ad's message and the product being advertised.
Mantel, S. P., & Kellaris, J. J. (2003). Cognitive determinants of consumers' time perceptions: The impact of resources required and available. Journal of Consumer Research, 29(4), 531–538.
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