A five-item semantic differential scale measuring the perceived orientation of an advertisement's message on a continuum from self-focused to socially-focused framing. Items span individual/family, self-oriented/social-oriented, individual/group, individual/communal, and self/social focus dimensions. Primarily designed as a manipulation check for message framing studies that contrast self-referential versus socially-directed advertising appeals, the scale is applicable wherever the locus of message orientation is a theoretically meaningful variable.
Garcia-Collart, Tessa, Nuket Serin, and Jayati Sinha (2020). Healthy (in)congruence: When Hispanic identity and self-framed messages increase healthier choices. Journal of Advertising, 49(1), 98–108.
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