Attention Allocated to Advertising

What it measures

Five items measure the degree of cognitive attention and engagement a person directed toward an advertisement, covering attention, concentration, involvement, evaluative thinking, and noticing.

Response format

7-point Likert (1=not at all, 7=extremely)

Scale items

• How much attention did you pay to __________.
• How much did you concentrate on __________.
• How involved were you with __________.
• How much thought did you put into evaluating __________.
• How much did you notice __________.

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

Usage notes & scoring

Originally developed by Laczniak, Muehling, and Grossbart (1989); also draws on Cohen (1983) and Mitchell (1981). Multiple studies report alphas from .76 to .95. Blanks should be replaced with the specific advertisement or stimulus element. Suitable for print, broadcast, and digital ad contexts.

Citation

Bruner, G. C., & Kumar, A. (2000). Web commercials and advertising hierarchy-of-effects. Journal of Advertising Research, 40(1–2), 35–42.

Keywords