The scale captures the extent to which a viewer felt burdened by too much information or stimulation while watching an advertisement. Becker, Scholdra, Berkmann, and Reinartz (2023) used it in Study 2, lightly adapting a single keyword from a measure by Diehl and Poynor (2010).
Likert-type (specific anchors not reported in the source; comparable measures in the same article used 7-point strongly disagree–strongly agree scales)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was strong (α = .92; Becker et al. 2023, Web Appendix, p. 43), based on data from 3,037 people representative of the German population. Validity was not separately discussed. Each item follows the stem "When watching the ad, I felt..."
Becker, Maren, Thomas P. Scholdra, Manuel Berkmann, and Werner J. Reinartz (2023), "The Effect of Content on Zapping in TV Advertising," Journal of Marketing, 87 (2), 275-297.
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