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.

Representative 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].

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.