Attitude Toward the Ad (Transformative)

What it measures

A multiple-item Likert-type scale designed to measure the degree to which a person relates to a brand as portrayed in an ad and feels good about it.

Response format

7-point Likert scale

Scale items

• This brand fits your lifestyle well.
• You could really relate to this commercial.
• It's hard to put into words, but this commercial leaves you with a good feeling about using this brand.

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

Usage notes & scoring

Internal consistency (alpha = .81) was reported in the primary study.

Citation

Puto, Christopher P. and William D. Wells (1984), "Informational and Transformational Advertising: The Differential Effects of Time," in Advances in Consumer Research, Volume 11, eds.

Keywords