Attitude Toward the Ad (Memorable)

What it measures

A three-item likert scale designed to measure the degree to which a person who has been exposed to an advertisement describes its message as being easy to remember and having learned a lot from it.

Response format

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

Scale items

• I remember a lot about the ad message.
• The claims made in the ad were memorable.
• The ad message was easy to learn and remember.

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. Formal validity assessment was not reported by the original authors.

Citation

MacInnis, Deborah J., and Bernard J. Jaworski (1989), “Information Processing from Advertisements: Toward an Integrative Framework,” Journal of Marketing, 53 (4), 1–23.

Keywords