Four items assess the degree to which a person perceives an advertisement as helpful and informative. Three of the four items are reverse-scored.
7-point Likert-type (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Items had been used individually in prior advertising research; their set combination is original to Edwards, Li, and Lee (2002). Alpha .82 (n=370). Items 2, 3, and 4 are reverse-scored.
Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 29(3), 83–95.
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