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.
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.
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