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.
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.
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