Ad Personal Relevance

What it measures

Measures the extent to which a viewer believes a particular advertisement addressed concerns and needs that are personally important to them. Used as both a manipulation check in a pretest and as a dependent variable in the main study. Conceptually related to but distinct from the Smith et al. (2007) Ad Relevance Scale, with which it shares no items.

Response format

7-point Likert (disagree to agree)

Scale items

• The ad was very relevant to me.
• The ad spoke to my concerns.
• The advertised good/service fits my needs well.
• The advertised good/service is important to me.

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

Usage notes & scoring

Although Chen, Yang, and Smith (2016) cite Smith et al. (2007) as a reference for ad relevance, the two scales share no items in common. This scale emphasises need-fit relevance; the Smith et al. (2007) scale emphasises meaningfulness and appropriateness. Response anchors are Disagree (1) and Agree (7). Alpha = .93 (n = 283 students).

Recommended companion scales

Citation

Chen, J., Yang, X., & Smith, R.E. (2016). The effects of creativity on advertising wear-in and wear-out. Journal of the Academy of Marketing Science, 44(3), 334–349.

Keywords