Ad Message Involvement (Processing Effort)

What it measures

A multiple-item Likert-type scale designed to measure how much a person reports actively processing a stimulus s/he has been exposed to.

Response format

7-point Likert scale

Scale items

• very uninvolved / very involved
• concentrating very little / concentrating very hard
• paying very little attention / paying a lot of attention
• I carefully considered the advertising claims about the (product name).

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

Usage notes & scoring

Reported alpha coefficients range from .85 to .87 across samples or studies.

Citation

Ahluwalia, Rohini, H. Rao Unnava, and Robert E. Burnkrant (2001), “The Moderating Role of Commitment on the Spillover Effect of Marketing Communications,” Journal of Marketing Research, 38 (Nov), 458-470.

Keywords