Attention to Ad (Brand Evaluation)

Name: Attention to Ad (Brand Evaluation)
Creator: Andrews, J. C.
Published: 1988
License: https://psychometricscales.com/methodology.html

ATAHow much attention is paid to the brand and its features featured in an advertisement

6 items 1988 α .86 Free Andrews, J. C.

What it measures

A multiple-item likert scale designed to measure how much attention is paid to the brand and its features featured in an advertisement.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

so I could evaluate the advertised brand.
to help me evaluate the brand featured in it.
so that I could determine the attributes of the brand featured in it.
so that I could determine the benefits of the brand featured in it.
so that I could rate the quality of the brand featured in it.
so that I could determine what the brand featured in it had to offer.

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

Usage notes & scoring

Internal consistency (alpha = .86) was reported in the primary study.

Citation

Andrews, J. Craig (1988), “Motivation, Ability and Opportunity to Process Information: Conceptual and Experimental Manipulation Issues,” in Advances in Consumer Research Vol.

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Keywords

#advertising#persuasion

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