Three items measure the likelihood that a consumer would purchase, try, and visit the website of a product they have seen advertised. The inclusion of website visit intention reflects the digital advertising context in which the scale was developed.
Sundar, S. S., & Kalyanaraman, S. (2004). Arousal, memory and impression-formation effects of animation speed in web advertising. Journal of Advertising, 33(1), 7–17.
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