Affective Response to Advertising Vulnerability Scale

ARAVSConsumer Perceived Vulnerability from Personalised Advertising

5 items 2015 α 0.864 (pilot); 0.88 (Study 1); 0.93 (Study 2) Free Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M.

What it measures

Measures the extent to which exposure to a personalised advertisement produces affective feelings of vulnerability, including a sense of exposure, lack of protection, and susceptibility to harm. Developed through a multi-stage qualitative and quantitative process in the context of the personalisation paradox, where targeted advertising may heighten consumer discomfort rather than increase engagement.

Representative items

To what extent did the advertisement make you feel exposed?
To what extent did the advertisement make you feel unprotected?
To what extent did the advertisement make you feel susceptible?
To what extent did the advertisement make you feel unsafe?
To what extent did the advertisement make you feel vulnerable?

Citation

Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34-49.

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