A three-item scale measuring a consumer's perception of the degree of violence, hostility, and disturbance conveyed by an advertisement. Items use single-word descriptors capturing the hostile, disturbing, and violent dimensions of ad content perception. Developed to assess consumer responses to advertisements depicting violence against women, the scale quantifies the perceived intensity of violent and aggressive content in advertising stimuli.
10-point unipolar (not at all / extremely)
Full scale items shown. Always cite the original source when using this scale in research.
Single reliability estimate from pilot test: α = .83 (n = 93 adults) — Capella et al. (2010). VALIDITY: Factor analysis conducted jointly on these three items and nine additional items from Gunter, Furnham & Pappa (2005) produced a clean two-factor solution with these items loading together as a violence cluster. Response scale uses 10 points with 'not at all' (1) and 'extremely' (10) as anchors. NOTE: Developed specifically for research on advertising violence and depictions of violence against women; researchers extending the scale to other violent advertising contexts should consider whether the three items adequately capture their study's specific violence type.
Capella, Michael L., Ronald P. Hill, Justine M. Rapp, and Jeremy Kees (2010). The impact of violence against women in advertisements. Journal of Advertising, 39(4), 37–51.
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