Ad Informativeness Evaluation

What it measures

Three bipolar items measure the extent to which an advertisement is seen as informative — providing additional knowledge, explaining connections, and stimulating thinking about a topic or product. Companion to a separate affective appeal scale from the same paper.

Response format

7-point semantic differential

Scale items

• gives me additional information about __________ / doesn't give me additional information about __________
• explains the link between __________ and __________ / doesn't explain the link between __________ and __________
• stimulates my thoughts about __________ / does not stimulate my thoughts about __________

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

Usage notes & scoring

Developed by the authors. Blanks in items 1 and 2 should be filled with the relevant issue or product name. Item 3 blank should be completed with the topic or product being linked. Companion scale: Ad Stimulating Affective Appeal (ID 1014).

Recommended companion scales

Citation

Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(March), 503–518.

Keywords