Ad Message Involvement

What it measures

A four-item scale measuring ad message involvement.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I gave the ad a lot of consideration.
• I thought about my own life when I looked at the ad.
• The ad stimulated my imagination.
• I was able to imagine using the advertised product.

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

Usage notes & scoring

Internal consistency (alpha = .86) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Smith, Robert E., Jiemiao Chen, and Xiaojing Yang (2008), “The Impact of Advertising Creativity on the Hierarchy of Effects,” Journal of Advertising, 37 (4), 47–61.

Keywords