Ad Message Attention Scale

What it measures

Measures the degree to which a consumer was interested in and paid focused attention to the message content of an advertisement. Unlike general ad attention measures, items explicitly reference the ad's arguments and message, making it particularly suited to research on elaboration, persuasion, and message processing. Adapted for use in research on humor in health issue advertising.

Response format

7-point Likert-type (strongly disagree to strongly agree)

Scale items

• I was interested in what the ad had to say.
• I paid close attention to the ad's arguments.
• I didn't let myself get distracted from focusing on the message content.

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

Usage notes & scoring

Adapted by Yoon (2015) from a larger elaboration depth measure by Nabi and colleagues (Nabi, Moyer-Guse, and Byrne 2007; Wolski and Nabi 2000). Alpha reported for Study 1 only (.94); used across three studies in total. Validity not discussed. Distinguishable from the Ad Attention and Absorption Scale (AAAS, ID 587) by its explicit focus on message arguments and content rather than general attentional absorption.

Recommended companion scales

Citation

Yoon, H.J. (2015). Humor effects in shame-inducing health issue advertising: The moderating effects of fear of negative evaluation. Journal of Advertising, 44(2), 126-139.

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