Attitude Toward the Ad (Overall)

What it measures

A multiple-item likert scale designed to measure a person’s attitude toward a particular advertisement.

Response format

7-point scale

Scale items

• I dislike the ad. (r)
• The ad is appealing to me.
• The ad is attractive to me.
• The ad is interesting to me.
• I think the ad is bad. (r)
• Lee and Mason (1999) and Lee (2000) used items #1 - #5. Kim, Haley, and Koo (2009) used items similar to #2 - #4 and a positive version of #1.

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

Usage notes & scoring

Reported alpha coefficients range from .91 to .946 across samples or studies. Convergent and discriminant validity evidence was provided by the original authors.

Citation

Kim, Sora, Eric Haley, and Gi-Yong Koo (2009), "Comparison of the Paths From Consumer Involvement Types To Ad Responses Between Corporate Advertising And Product Advertising," Journal of Advertising, 38 (3), 67-80.

Keywords