Ad Message Involvement (Processing Effort)

AMIThe extent to which a person reports paying attention to a particular advertisement vs

4 items 2008 α .84 Free Smith, R. E., Chen, J., & Yang, X.

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.

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.

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