Attitude Toward the Ad (Affective)

What it measures

A three-item semantic differential scale measuring the affective component of attitude toward an advertisement — specifically the degree to which the ad is perceived as emotionally engaging, personally appealing, and attention-capturing. Items assess whether the ad is catchy, personally appealing, and exciting. The scale captures the experiential and hedonic reaction to an advertisement independent of its informational content, making it a useful complement to cognitive or informativeness-based ad attitude measures.

Response format

7-point semantic differential

Scale items

• catchy / not catchy
• appeals to me / doesn't appeal to me
• excites me / doesn't excite me

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

Usage notes & scoring

Two reliability estimates from different applications: α = .80 — Pham & Avnet (2004); α = .88 — Haws, Dholakia & Bearden (2010, Journal of Marketing Research 47(5), 967–982). VALIDITY: Not reported in either application. Companion to the Attitude Toward the Ad (Informativeness) scale (ATAI), with which it was co-developed and used to examine affect- versus cognition-based persuasion effects.

Recommended companion scales

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.

Keywords