Attitude Toward the Ad (Informativeness)

What it measures

A three-item semantic differential scale measuring the degree to which an advertisement is perceived to be informative — providing additional information about the issue or product, explaining relevant connections, and stimulating thoughts about the topic. Items contain blanks to be filled with the name of the issue or product and, in item 2, the product-issue link being communicated. The scale captures the cognitive and informational value of an ad, complementing affective ad attitude measures.

Representative items

• gives me additional information about [product/issue] / doesn't give me additional information about [product/issue]

Citation

Pham, Michel Tuan and Tamar Avnet (2004). Ideals and oughts and the reliance on affect versus substance in persuasion. Journal of Consumer Research, 30(4), 503–518.