The scale gauges how much an advertisement is perceived to describe the specific, concrete ways a good or service can be used, as opposed to its general benefits. Shani-Feinstein, Kyung, and Goldenberg (2022) used it in pretests for two experiments, adapting a low-construal-level-ad measure from Han, Duhachek, and Agrawal (2016).
9-point Likert (1=strongly disagree, 9=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
In the pretest of Experiment 5, the scale showed excellent reliability (α = .94; Shani-Feinstein, Kyung, and Goldenberg 2022, Web Appendix, p. 30); the alpha from the Experiment 6 pretest was not reported. Validity was not separately discussed. The blank in each item is filled with the name of the focal good or service.
Shani-Feinstein, Yael, Ellie J. Kyung, and Jacob Goldenberg (2022), "Moving, Fast or Slow: How Perceived Speed Influences Mental Representation and Decision Making," Journal of Consumer Research, 49 (3), 520–554.
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