Affective Ad Processing Scale

What it measures

Measures the extent to which a person relied on their emotions and intuition rather than rational analysis when evaluating an advertisement. Higher scores indicate greater affective processing of the ad.

Scale items

• When evaluating the ad, I focused on my feelings.
• When evaluating the ad, I focused on my emotions.
• When evaluating the ad, I focused on my intuition.

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

Usage notes & scoring

Developed by Sundar et al. (2015) for use as a manipulation check in studies examining affective versus analytical processing modes and their role in the truth effect in advertising. Used across three samples (n = 86–298) in health advertising contexts. The authors did not cite a prior source for the scale, suggesting it was purpose-built for the study.

Citation

Sundar, A., Kardes, F. R., & Wright, S. A. (2015). The influence of repetitive health messages and sensitivity to fluency on the truth effect in advertising. Journal of Advertising, 44(4), 375–387.