Attitude Toward the Ad (Entertaining)

What it measures

A multiple-item likert scale designed to measure the degree to which a commercial one has been seen was considered to be fun and exciting.

Response format

7-point Likert scale

Scale items

• It was dull and boring. (r)
• The commercial was lots of fun to watch and to listen to.
• I thought it was quite clever and entertaining.
• The commercial was amusing.
• The enthusiasm of the commercial is catching—it picks you up.
• The commercial was tender.
• The commercial was dreamy.
• The commercial was playful.
• The characters (or persons) in the commercial capture your attention.
• The commercial was exciting.
• The commercial was unique.
• The ad wasn’t just selling the product, it was entertaining me; I appreciated that.
• It’s the kind of commercial that keeps running through your mind after you’ve seen it.
• I just laughed at it; I thought it was funny and good.
• I have seen this commercial before. (r)
• I have seen this commercial so many times that I am tired of it. (r).

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

Usage notes & scoring

Reported alpha coefficients range from .872 to .90 across samples or studies. Factor analytic procedures were used to support the scale's structural validity.

Citation

Lastovicka, John L. (1983), “Convergent and Discriminant Validiy of Television Commercial Rating Scales,” Journal of Advertising, 12 (2), 14-23, 52.

Keywords