Ad Message Involvement (Processing Effort)

What it measures

A four-item Likert-type scale designed to measure the extent to which a person reports paying attention to a particular advertisement vs.

Response format

7-point scale

Scale items

• feel distracted? (r)
• feel preoccupied? (r)
• feel that you were able to focus on the ad’s message?
• feel that you could think clearly about the ad?

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

Usage notes & scoring

Internal consistency (alpha = .84) 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