Ad Message Abstract Construal Level

What it measures

Measures the extent to which a person perceives an advertisement as communicating the reasons and ultimate purpose behind a focal activity — consistent with abstract (why) construal. Adapted from Yang and Kim (2012) and used as a manipulation check for high construal-level ad framing. Originally administered in Korean and translated into English.

Response format

7-point Likert (strongly disagree to strongly agree)

Scale items

• This message explains the reasons for participating in the [activity].
• This message introduces the purpose of the [activity].
• This message is about the ultimate goal of the [activity].

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

Usage notes & scoring

Used as a manipulation check alongside the companion Concrete Construal Level scale. Factor analysis confirmed the abstract and concrete items loaded on separate factors. Blanks in items should be replaced with the name of the focal activity or campaign. Originally developed in Korean; English items translated for publication.

Recommended companion scales

Citation

Ryoo, Y., Hyun, N.K., & Sung, Y. (2017). The effect of descriptive norms and construal level on consumers' sustainable behaviors. Journal of Advertising, 46(4), 536–549.

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