Attitude Toward the Ad (Warmth)

What it measures

A four-item scale measuring the degree to which a consumer perceives an advertisement as communicating warmth — cosiness, affection, and interpersonal closeness. Items assess whether the ad feels cosy, conveys warmth, has an affectionate tone, and is perceived as warm overall.

Representative items

• I think the ad is cozy.
• I think the ad sends out warmth.
• I think the tone of the ad is affectionate.

Citation

Kim, Taemin and Jennifer Gerard Ball (2021). Unintended consequences of warmth appeals: An extension of the compensation effect between warmth and competence to advertising. Journal of Advertising, 50(5), 622–638.