Ad-Evoked Product Usage Imagery

What it measures

Three items measure the degree to which a viewer mentally simulates incorporating an advertised product into their daily life while watching the commercial. The focus is on routine product use rather than one-off consumption.

Response format

Response format not reported; likely 7-point Likert

Scale items

• While viewing the ad, did you think about using the product on a daily basis?
• While viewing the ad, how much did you think about the possibility of changing your current habits or behavior in order to use the product effectively?
• While viewing the ad, how much did you think about incorporating the product into your daily routine?

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

Usage notes & scoring

Alphas of .86 (Experiment 1) and .89 (Experiment 2) were reported. The response format was not specified; a 7-point Likert scale is most plausible given the study context — verify with the original article. Scale appears to have been developed by the authors.

Citation

Escalas, J. E., & Luce, M. F. (2004). Understanding the effects of process-focused versus outcome-focused thought in response to advertising. Journal of Consumer Research, 31(September), 274–285.

Keywords