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.

Representative items

• This message suggests how to participate in the [activity].
• This message explains in detail the specific actions one should take.
• This message informs about the methods by which one can participate in 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.