Measures the degree to which a consumer perceives an advertisement as personally meaningful, appropriate, useful, and valuable to them. Originally called 'ad-to-consumer relevance' by Smith et al. (2007) and later referred to as 'meaningfulness' by Lehnert, Till, and Ospina (2014). Together with the Ad Divergence Scale, this forms the two-factor model of advertising creativity in which creative ads are characterised by both divergence from the norm and relevance to the consumer.
Smith, R.E., MacKenzie, S.B., Yang, X., Buchholz, L.M., & Darley, W.K. (2007). Modeling the determinants and effects of creativity in advertising. Marketing Science, 26(6), 819-833.
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