Attitude Toward the Ad (Uniqueness)

What it measures

A four-item semantic scale designed to measure a person’s evaluation of an ad’s distinctiveness.

Response format

9-point semantic differential

Scale items

• Dull / Exciting
• Unoriginal / Original
• Not unique / Unique
• Not entertaining / Entertaining
• Unhip / hip
• Not fun / fun

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

Usage notes & scoring

Reported alpha coefficients range from .93 to .95 across samples or studies. Factor analytic procedures were used to support the scale's structural validity.

Citation

Homer, Pamela M. (1995), “Ad Size as an Indicator of Perceived Advertising Costs and Effort: The Effects on Memory and Perceptions,” Journal of Advertising, 24 (Winter), 1–12.

Keywords