Evaluates how compelling and convincing respondents perceive an advertising message to be. The four items were identified through a meta-analysis by Dillard, Weber, and Vail (2007) as the most frequently used indicators of ad persuasive impact in communication research. All items share a common stem ('The message was:') followed by a single-word evaluative adjective. Widely applicable across ad format and message type studies. Response anchors were confirmed via personal correspondence with the author.
7-point Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Common item stem: 'The message was:' followed by a single adjective per item. Response anchors confirmed by Chang (2018). Items were identified via meta-analysis as the most commonly used indicators of persuasive impact across scholarly questionnaires.
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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