Attention to the Webpage

What it measures

A six-item Likert-type scale designed to measure the degree to which a person describes a webpage as being effective at getting and holding his/her attention.

Response format

7-point scale

Scale items

• At gaining my attention, the Web home page was: not effective / effective.
• At holding my attention, the Web home page was: not effective / effective.
• During my review of the Web home page, I was: not alert / alert.
• During my review of the Web home page, I was: unemotional / emotional.
• During my review of the Web home page, I was: not observant / observant.
• During my review of the Web home page, I was: aimless / motivated.

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

Usage notes & scoring

Internal consistency (alpha = .83) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Geissler, Gary L., George M. Zinkhan, and Richard T. Watson (2006), “The Influence of Home Page Complexity on Consumer Attention, Attitudes, and Purchase Intent,” Journal of Advertising, 35 (Summer), 69-80.

Keywords