Ad Humor Perception (Semantic Differential)

What it measures

Six bipolar adjective pairs assess how humorous, funny, playful, and amusing a person perceives an advertisement to be.

Response format

7-point semantic differential

Scale items

• not humorous / humorous
• not funny / funny
• not playful / playful
• not amusing / amusing
• dull / not dull
• boring / not boring

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

Usage notes & scoring

Appears original to Chattopadhyay and Basu (1990). Alphas of .92, .97, and .91 across three studies. A companion unipolar version appears in this database.

Recommended companion scales

Citation

Chattopadhyay, A., & Basu, K. (1990). Humor in advertising: The moderating role of prior brand evaluation. Journal of Marketing Research, 27(4), 466–476.

Keywords