A three-item scale measuring the degree to which a consumer perceives the information content of an advertisement to be excessively complex and in need of simplification. Items tap the experienced difficulty of processing ad information, the perceived need for simplification, and the overall sense that the ad's content is complicated. Adapted from a pharmaceutical information complexity measure for use in an advertising context, the scale is suited to research examining how information overload affects consumer responses to health or financial advertising.
Wu, Laurie and Naa Amponsah Dodoo (2020). Journal of Advertising, 49(3), 233–248.
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