Captures both interest in and involvement with a specific advertisement, treating these as closely related aspects of attentional engagement with ad content. Validated with a student sample of 283 participants and used in a study examining how creative advertising affects wearout. The high alpha (.95) and conceptual overlap among items suggest a tightly unidimensional construct. Useful for pre-testing ads and for research on ad processing, attention, and creative quality.
7-point Likert (1=disagree, 7=agree)
Full scale items shown. Always cite the original source when using this scale in research.
Scale source not fully traced by original authors; shares conceptual ground with Burke & Srull (1988). Phrased to evaluate a specific ad stimulus. High inter-item correlation likely given the near-identical alpha of .95.
Chen, J., Yang, X., & Smith, R.E. (2016). The effects of creativity on advertising wear-in and wear-out. Journal of the Academy of Marketing Science, 44(3), 334–349.
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