This scale measures how stimulated and energized a person feels upon exposure to an advertisement. Liang, Wu, Su, and Jin (2023) used it in Study 4 with a sample of Chinese university students; the item wording draws on key terms from an earlier scale developed to measure a related construct.
7-point scale (Not at all (1) to Extremely (7)); stem: "To what extent are you ___ when you see this ad poster?"
Full scale items shown. Always cite the original source when using this scale in research.
Based on data from 228 participants at a large public university in China, the scale showed an unusually high reported reliability (α = .997; Liang et al. 2023, p. 432). Validity was not separately discussed. The questionnaire is assumed to have been translated into English for publication, and "ad poster" in the stem can be substituted with another ad format (e.g., TV commercial, web ad, radio spot).
Liang, Yongheng, Xiaoyue Wu, Yi Su, and Liyin Jin (2023), "Consumer Response Toward Sexual Advertisements in the Context of Access-Based Consumption," Journal of Advertising, 52 (3), 423-438.
Free access to 2500+ psychometric scales at PsychScales