Ad Visual Appeal Scale

What it measures

Measures the degree to which a consumer finds an advertisement visually appealing and aesthetically attractive. Authors referred to this measure as visual appearance. Used across multiple pretests and main studies in research on kinetic motion properties in online advertising, where controlling for visual appeal was important in isolating the effects of ad movement on novelty perceptions.

Response format

7-point Likert-type (strongly disagree to strongly agree)

Scale items

• I like the way the ad looks.
• The ad is attractive.
• The ad is aesthetically appealing.

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

Usage notes & scoring

Authors referred to this measure as 'visual appearance'. Source not stated. Used across multiple pretests and main studies; alpha consistently high (.94 to .97). Validity not discussed. Frequently used as a control variable or manipulation check to rule out visual appeal as a confound when studying other ad properties. Companion to the Ad Attention and Absorption Scale (AAAS, ID 587) and Arousal Scale (AS-Berger, ID 584) from related studies by the same research group.

Recommended companion scales

Citation

Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(6), 94-111.

Keywords