Ad Evaluation (Credibility and Appeal)

What it measures

Six items assess a person's overall reaction to an advertisement including positive impression, personal relevance, interest, credibility, appeal, and absence of exaggeration.

Response format

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

Scale items

• I got a positive impression.
• I found it really something for me.
• I found it interesting.
• I found it credible.
• I found it exaggerated. (r)
• I found it attractive.

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

Usage notes & scoring

Scale drawn from De Pelsmacker, Decock, and Geuens (1998); the six items showed a two-factor structure (affective and cognitive) in validity analysis, suggesting potential multidimensionality. Alpha .9098. Item 5 is reverse-scored. Researchers should consider testing factor structure in their samples.

Citation

De Pelsmacker, P., Decock, B., & Geuens, M. (1998). Advertising characteristics and the attitude toward the ad – A study of 100 likeable TV commercials. Marketing and Research Today, 27(4), 166–179.

Keywords