This scale measures the degree to which a person perceives an advertisement as connected to sex, whether through imagery, suggestion, or overt content. Liang, Wu, Su, and Jin (2023) used it as a manipulation check in a study of access-based consumption advertising, where confirming perceived sexual content was necessary before testing its downstream effects on consumer response.
7-point scale (Very little (1) to Very much (7)); stem: "To what extent does this ___ ..."
Full scale items shown. Always cite the original source when using this scale in research.
Based on Study 4 data from 228 participants at a large public university in China, the scale demonstrated an unusually high reported alpha (α = .996; Liang et al. 2023, p. 432). The scale served successfully as a manipulation check, offering preliminary support for its predictive validity, though formal validity testing was not reported. The blank should be filled with the ad format under study (e.g., ad poster, TV commercial, web ad, radio advertisement).
Liang, Yongheng, Xiaoyue Wu, Yi Su, and Liyin Jin (2023), "Consumer Response toward Sexual Advertisements in the Context of Access-Based Consumption," Journal of Advertising, 52 (3), 423-438.
Free access to 2581+ psychometric scales at PsychScales