Seven five-point Likert-type items measure the extent to which a person relates an advertisement to their self-concept, particularly through identification with the featured model. The construct emphasises the processing mechanism—how the ad is engaged with—rather than self-concept per se. Items tap personal experience linkages, personal relevance, model identification, imagined product use, and group membership with the model.
Martin, B. A. S., Lee, C. K.-C., & Yang, F. (2004). The influence of ad model ethnicity and self-referencing on attitudes. Journal of Advertising, 33(4), 27–37.
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