Three items measure how worried, scared, and anxious a person felt after viewing a particular advertisement. Wu and Cutright (2018) described this as a 'fear index' and used it as a manipulation check across five studies. The source of the items was not stated but likely drew on existing affect measures in the advertising literature.
7-point (1=not at all, 7=very much)
Full scale items shown. Always cite the original source when using this scale in research.
Used as a manipulation check in five studies; successful confirmations across all five provide evidence of predictive validity. Alphas were .92 (Study 1A), .97 (Study 1B), and .98 (Study 3); alphas for Studies 1C and 2 were not reported. The scale question was not explicitly stated in the original article.
Wu, E. C., & Cutright, K. M. (2018). In God's hands: How reminders of God dampen the effectiveness of fear appeals. Journal of Marketing Research, 55(1), 119–131.
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