Attitude Toward the Ad (Creativeness)

ATTAThe degree to which an advertisement is viewed as being original, well-made, and logical

7 items 2008 α .91 Free Heiser, R. S., & Torres, I. M.

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.

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.

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