Advertising Processing Fluency

What it measures

A six-item scale measuring how organised, coherent, and easy to process an advertisement is perceived to be. Captures both comprehension ease and a subjective sense of 'feeling right' when viewing the ad. Although developed for advertising, the scale is adaptable to other stimuli such as websites, presentations, or product packaging.

Response format

7-point Likert-type (1 = Strongly disagree, 7 = Strongly agree)

Scale items

• This advertisement is very easy to understand.
• This advertisement is very difficult to process. (r)
• Viewing this advertisement gives me a sense of feeling right.
• Information contained in this advertisement is congruent and coherent.
• This advertisement is very organized.
• Information contained in this advertisement is believable.

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

Usage notes & scoring

Item 2 is reverse-scored. Draws on Lee and Aaker's (2004) fluency and cognitive resource demand measures. Authors recommend pretesting if adapting to non-advertising contexts.

Recommended companion scales

Citation

Yan, D. (2016). Numbers are gendered: The role of numerical precision. Journal of Consumer Research, 43(2), 303–316.

Keywords