Ad Element Congruence

What it measures

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.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• The __________ was appropriate for the __________.
• The __________ did not seem to fit with the message. (r)
• The __________ was relevant to the subject of the ad.
• The __________ did not match the product in the ad. (r)
• The __________ was congruent with the message of the ad.

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

Usage notes & scoring

Based on Kellaris, Cox, and Cox (1993). Alpha .95. Items contain blanks to be replaced with the specific ad element (e.g., 'music', 'background') and/or 'ad' or 'product' as appropriate. Items 2 and 4 are reverse-scored.

Recommended companion scales

Citation

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.

Keywords