Four unipolar items assess the degree to which a person finds an advertisement humorous, funny, and amusing. One item is reverse-scored to capture seriousness.
7-point unipolar Likert (1=not at all, 7=extremely)
Full scale items shown. Always cite the original source when using this scale in research.
Appears original to Cline, Altsech, and Kellaris (2003); alpha .85. A companion semantic differential version appears in this database.
Cline, T. W., Altsech, M. B., & Kellaris, J. J. (2003). When does humor enhance or inhibit ad responses: The moderating role of the need for humor. Journal of Advertising, 32(3), 31–45.
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