Measures the degree to which a consumer finds an advertisement informative, useful, understandable, and sufficient for their needs. Authors referred to this as informativeness. Used across pretests and main studies in research on kinetic properties in online advertising, where controlling for informational quality was important when isolating effects of ad movement on novelty perceptions.
7-point Likert-type (strongly disagree to strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Source not stated by Kim and Lakshmanan (2015). Alpha range .80 to .93 across studies. Validity not discussed. Researchers are advised to conduct factor analysis to verify unidimensionality before use, as informativeness and sufficiency may be conceptually distinct for some respondents -- an ad could be seen as informative yet insufficient, producing a potential two-factor solution. Companion to the Ad Visual Appeal Scale (AVAS, ID 592) and Ad Attention and Absorption Scale (AAAS, ID 587) from the same paper.
Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(6), 94-111.
Free access to 2455+ psychometric scales at PsychScales