Thirteen unipolar adjective items capture a general evaluative response to an advertisement, including believability, informativeness, interest, and worth remembering, while excluding items tapping negative reactions. Drawn from a larger pool developed by Burke and Edell.
5-point unipolar scale
Full scale items shown. Always cite the original source when using this scale in research.
Drawn from the Burke and Edell (1986) feelings battery. Alphas ranged from .77 to .93 across multiple studies and item subsets (5–14 items). Reverse-scored items are marked (r). Different studies used different subsets — researchers should select items appropriate to their construct definition and confirm scale reliability. Scale stem for Aylesworth et al. (1999): 'describes the ad well'; Edwards, Li, and Lee (2002) used 'when the ad popped up, I thought it was...'
Aylesworth, A. B., Goodstein, R. C., & Kalra, A. (1999). Effect of archetypal embeds on feelings: An indirect route to affecting attitudes? Journal of Advertising, 28(2), 73–81.
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