Ad Persuasion Susceptibility

What it measures

A self-report scale measuring the degree to which a person felt easily influenced by an advertisement and experienced difficulty resisting its persuasive message. A full seven-item version and an abbreviated four-item version (items 1–4) are available. Although developed for advertising contexts, the scale can be adapted for other persuasive stimuli such as speeches, lectures, or online content.

Response format

7-point or 5-point Likert-type (Strongly disagree / Strongly agree); 4-item short version available

Scale items

• While reading the ad, I experienced difficulty in resisting the message.
• While reading the ad, I experienced difficulty in counterarguing the message.
• I found myself being easily influenced by the message.
• I found the ad persuaded me easily.
• I am feeling vulnerable in resistance to its influence.
• I am feeling susceptible in resistance to its influence.
• I am feeling weak in resistance to its influence.

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

Usage notes & scoring

Instructions ask respondents to reflect on how they felt while reading the ad and to rate the extent to which each experience applies. Items 1–4 form the validated short version. Response scale varied across studies (7-point in Studies 1, 2A, 3A; 5-point in Studies 2B, 3B).

Recommended companion scales

Citation

Chang, C. (2017). A metacognitive model of the effects of susceptibility to persuasion self-beliefs on advertising effects. Journal of Advertising, 46(4), 487–502.

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