This scale measures how curious and attentive a person felt while watching an advertisement. Becker and colleagues (2023) selected three keywords from a longer, earlier semantic-differential measure of ad response to build this measure for a study of TV advertising and channel-switching.
7-point scale (assumed anchors: strongly disagree (1) to strongly agree (7)); stem: "Watching the ad..."
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Reliability was excellent (α = .96; Becker et al. 2023, Web Appendix, p. 43), based on 3,037 participants representative of the German population. Validity was not discussed. The response format was not explicitly described but is assumed to follow the seven-point Likert format used with most other measures in the study.
Becker, Maren, Thomas P. Scholdra, Manuel Berkmann, and Werner J. Reinartz (2023), "The Effect of Content on Zapping in TV Advertising," Journal of Marketing, 87 (2), 275-297.
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