Attitude Toward the Ad (Relevant News)

What it measures

A multiple-item likert scale designed to measure the degree to which a person believes that an advertisement contains information that is useful in some way.

Response format

7-point Likert scale

Scale items

• The commercial gave me a new idea.
• The commercial reminded me that I’m dissatisfied with what I’m using now and I’m looking for something
• I learned something from the commercial that I didn’t know before.
• The commercial told about a new product I think I’d like to try.
• During the commercial I thought how that product might be useful to me.
• I would be interested in getting more information about the product.
• The commercial made me think I might try the brand—just to see if it’s as good as they say.
• The commercial showed me the product has certain advantages.
• The commercial message was important for me.
• The commercial made me feel the product is right for me.
• The ad didn’t have anything to do with me or my needs. (r)
• I don’t see how the product has much to do with what was shown in the commercial. (r)
• What they showed didn’t demonstrate the claims they were making about the product. (r).

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

Usage notes & scoring

Internal consistency (alpha = .90) was reported in the primary study. Factor analytic procedures were used to support the scale's structural validity.

Citation

Olson, David, Mary Jane Schlinger, and Charles Young (1982), “How Consumers React to New Product Ads,” Journal of Advertising Research, 22 (3), 24-30.

Keywords