Attitude Toward the Ad (Creativeness)

What it measures

A multiple-item semantic scale designed to measure the degree to which an advertisement is viewed as being original, well-made, and logical.

Response format

7-point semantic differential

Scale items

• overused / fresh
• predictable / novel
• usual / unusual
• ordinary / unique
• conventional / original
• illogical / logical
• senseless / makes sense

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

Usage notes & scoring

Factor analytic procedures were used to support the scale's structural validity.

Citation

Heiser, Robert S., Jeremy J. Sierra, and Ivonne M. Torres (2008), “Creativity via Cartoon Spokespeople in Print Ads: Capitalizing on the Distinctiveness Effect,” Journal of Advertising, 37 (4), 75–84.

Keywords