A four-item, seven-point Likert-type scale measuring the personal relevance and connection a person felt with an advertisement, including the perceived informativeness of the ad content and the imaginative engagement it prompted regarding product ownership or use. Referred to as 'personal engagement' by the authors, the scale captures a blend of cognitive relevance, personal connection, and product-oriented imagination that distinguishes it from purely informational or purely evaluative ad relevance measures. Items were developed by the authors drawing on key terms from prior engagement and relevance measures. Used in a study comparing consumer-generated and company-created advertising, where relevance was a significant predictor of advertising effectiveness.
Lawrence, B., Fournier, S., & Brunel, F. (2013). When companies don't make the ad: A multimethod inquiry into the differential effectiveness of consumer-generated advertising. Journal of Advertising, 42(4), 292-307.
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