Attitude Toward the Ad (Novelty)

What it measures

A six-item scale measuring perceptions of an advertisement's novelty and creative distinctiveness. Items assess originality, deviation from expected advertising conventions, memorability, visual interest, and general interestingness. The scale captures the creative departure dimension of ad evaluation — the degree to which an ad stands out from typical advertising through unconventional or visually engaging execution. A shorter three-item version (items 1, 2, and 4) was used in a third study.

Response format

Likert (format not specified)

Scale items

• This ad is original.
• This ad is different from my expectations of a print advertisement.
• This ad is memorable.
• This ad is visually interesting.
• This ad is interesting.
• This ad is different.

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

Usage notes & scoring

Two composite reliability estimates: CR = .92 (Study 1) and CR = .97 (Study 2) — Sheinin, Varki & Ashley (2011). A 3-item short version (items 1, 2, and 4) was used in Study 3. VALIDITY: EFA in Study 1 confirmed item loading on a single novelty factor, distinct from a companion ad usefulness factor. NOTE: Items draw on prior work by Altsech (1996) and Koslow, Sasser & Riordan (2003). The six-item version was used in Studies 1 and 2; researchers should report which version they use. Companion to the Attitude Toward the Ad (Usefulness) scale (ATAU) from the same study.

Recommended companion scales

Citation

Sheinin, Daniel A., Sajeev Varki, and Christy Ashley (2011). The differential effect of ad novelty and message usefulness on brand judgments. Journal of Advertising, 40(3), 5–17.

Keywords