A four-item, seven-point Likert-type scale measuring the extent to which a person experienced an advertisement as pleasurable, entertaining, and emotionally enjoyable. Referred to as 'emotional engagement' by the authors, the scale captures the affective dimension of ad response with a specific emphasis on pleasure and hedonic enjoyment rather than arousal or excitement. Items were developed by the authors drawing on key terms from prior ad attitude measures. The scale was used in a multi-method study comparing consumer-generated advertising (CGA) with company-created advertising, where CGA was found to produce greater pleasurable engagement. Note: item 4 ('the ad was a pleasure to watch') makes the scale most appropriate for video-format advertisements.
7-point Likert (assumed; anchors not explicitly stated in source article)
Full scale items shown. Always cite the original source when using this scale in research.
This scale is named 'Attitude Toward the Ad (Pleasurable)' to distinguish it from ID 1973, 'Attitude Toward the Ad (Affective)' (Pham & Avnet), which uses semantic differentials capturing ad appeal and excitement. The Lawrence et al. scale captures pleasure and hedonic enjoyment specifically, while ID 1973 captures broader affective appeal. Item 4 contains the phrase 'to watch,' making the scale best suited to video or television advertising formats; researchers using it with print ads should consider adapting or replacing this item and re-validating. This scale is from the same source paper as the Ad Attribute Importance — Executional Quality scale (ID 2155) and the Attitude Toward the Ad (Relevance) scale (ID 2180).
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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