Attitude Toward the Ad (Manipulative)

What it measures

A multiple-item likert scale designed to measure a person's belief that an advertisement was unacceptably persuasive.

Response format

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

Scale items

• The way this ad tries to persuade people seems acceptable to me. (r)
• The advertiser tried to manipulate the audience in ways that I don’t like.
• I was annoyed by this ad because the advertiser seemed to be trying to inappropriately manage or control
• I didn’t mind this ad; the advertiser tried to be persuasive without being excessively manipulative. (r)
• This ad was fair in what was said and shown. (r)
• I think that this advertisement is unfair.

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

Usage notes & scoring

Internal consistency (alpha = .89) was reported in the primary study.

Citation

Campbell, Margaret C. (1995), "When Attention-Getting Advertising Tactics Elicit Consumer Inferences of Manipulative Intent: The Importance of Balancing Benefits and Investments," Journal of Consumer Psychology, 4 (3), 225-254.

Keywords