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.

Representative items

• The ad was very relevant to me.
• The ad addressed my personal concerns.
• The advertised product/service fits my needs well.
• The advertised product/service is important to me.

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.