Ad Message Concrete Construal Level

What it measures

Measures the degree to which a person perceives an advertisement as emphasising how customers can participate in a focal activity — consistent with concrete (how) construal. Adapted from Yang and Kim (2012) and used as a manipulation check for low 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 suggests how to participate in the [activity].
• This message explains the actions one should take in detail.
• This message informs about the methods one can participate in 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 Abstract Construal Level scale. Factor analysis confirmed the concrete and abstract items loaded on separate factors. Blanks in items 1 and 3 should be replaced with the name of the focal activity or campaign.

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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