Ad Product Behavioural Intention

What it measures

Four items measure the probability that a person exposed to a product advertisement will engage in follow-up behaviours including consideration, information seeking, and website visitation. Developed in a vacation destination advertising context.

Response format

Response format not stated; likely 7-point Likert

Scale items

• ...consider the vacation in the future?
• ...request a brochure with further product information?
• ...visit the web site shown on the ad?
• ...visit the advertised destination given you were to plan such a vacation and had the means to do so? [item may be truncated]

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

Usage notes & scoring

Appears original to Petrova and Cialdini (2005). Alpha .94. Items are stated as behavioural probability prompts in a vacation context; the stem likely asks 'How likely are you to...' — verify against original article. The final item appears truncated.

Citation

Petrova, P. K., & Cialdini, R. B. (2005). Fluency of consumption imagery and the backfire effects of imagery appeals. Journal of Consumer Research, 32(3), 442–452.

Keywords