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.
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.
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