Advertised Product Behavioural Intention

What it measures

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.

Response format

7-point likelihood scale

Scale items

• How likely are you to buy the good/service in the advertisement?
• How likely are you to try the product in the advertisement?
• How likely are you to visit the associated website of the advertisement?

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

Usage notes & scoring

Appears to have been developed by the authors for their study on animated web advertising. The website visit item (item 3) is context-specific to digital advertising — researchers using the scale in non-digital contexts may wish to adapt or drop this item.

Citation

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.

Keywords