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.

Representative items

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

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.