Attitude Toward the Act (Opening Account)

What it measures

A five-item semantic differential scale measuring a consumer's attitude toward opening a financial account in response to a promotional incentive. Items span interest, intention to sign up, willingness to take advantage of a promotional offer, and overall likelihood of acting on the communication. Designed to capture the attitude-toward-the-act component of behavioural response to financial services marketing, the scale blends evaluative attitude with behavioural intention items across a bipolar response format.

Response format

7-point semantic differential

Scale items

• not interested / interested
• definitely would not sign up / definitely would sign up
• would not take advantage of the special incentive / would take advantage of the special incentive
• would not open an account / would open an account
• would not act on this / would act on this

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

Usage notes & scoring

Two reliability estimates: α = .82 (Experiment 1) and α = .84 (Experiment 2) — Roehm & Roehm (2011). VALIDITY: Factor analysis confirmed single-factor loading across both experiments. NOTE: Scale was developed for use in a fictitious bank recruitment scenario — items reference 'signing up' and 'opening an account' specifically. For application to other financial products or service sign-up contexts, item wording should be reviewed for fit. The scale blends attitude-toward-the-act and behavioural intention content; researchers with strict construct separation requirements should note this.

Citation

Roehm, Michelle L. and Harper A. Roehm (2011). The influence of redemption time frame on responses to incentives. Journal of the Academy of Marketing Science, 39(3), 363–375.

Keywords