Ad Spokesperson General Evaluation

What it measures

Five items assess a person's general attitude toward the individual featured in an advertisement—whether a celebrity, model, or average consumer—on believability, attractiveness, competence, persuasiveness, and likeability.

Response format

5-point semantic differential (1=not at all, 5=very)

Scale items

• Not believable / Very believable
• Not attractive / Very attractive
• Not competent / Very competent
• Not persuasive / Very persuasive
• Not likeable / Very likeable

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

Usage notes & scoring

Developed by Martin, Lee, and Yang (2004); alpha .80. Items use a unipolar format with 'not at all' to 'very' anchors on a 5-point scale. Referred to as 'attitude toward the model' in the original study.

Recommended companion scales

Citation

Martin, B. A. S., Lee, C. K. C., & Yang, F. (2004). The influence of ad model ethnicity and self-referencing on attitudes. Journal of Advertising, 33(4), 27–37.

Keywords