Ad Stimulating Affective Appeal

What it measures

Three bipolar items assess how stimulatingly appealing a consumer finds an advertisement, tapping the energising and personally engaging qualities of the ad's affective presentation.

Response format

7-point semantic differential

Scale items

• catchy / not catchy
• appeals to me / doesn't appeal to me
• excites me / doesn't excite me

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

Usage notes & scoring

Brief scale developed by the authors for their study. Companion affective scale to a separate informativeness measure from the same paper (ID 1016). Alpha of .80 is adequate for experimental research.

Recommended companion scales

Citation

Pham, M. T., & Avnet, T. (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(March), 503–518.

Keywords