Ad Message Involvement (Self-Focused)

What it measures

A four-item Likert-type scale designed to measure the degree to which a person believes that some specific ads he/she has seen made him/her focus on self and feel singular and special.

Response format

6-point scale

Scale items

• These ads made me think about myself.
• These ads made me feel unique.
• These ads made me feel independent.
• These ads made me feel that I am on my own.

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

Usage notes & scoring

Internal consistency (alpha = .81) was reported in the primary study.

Citation

Zhang, Jing (2009), “The Effect of Advertising Appeals in Activating Self-Construals: A Case of Bicultural Chinese Generation X Consumers,” Journal of Advertising, 38 (1), 63–81.

Keywords