Attitude Toward the Ad (Receptiveness)

What it measures

A three-item scale measuring attitude toward the ad.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• The ad caused me to be more open-minded.
• The ad got me to consider views different from my own.
• The ad got me to be more flexible in my views.

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

Usage notes & scoring

Internal consistency (alpha = .93) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Smith, Robert E., Jiemiao Chen, and Xiaojing Yang (2008), “The Impact of Advertising Creativity on the Hierarchy of Effects,” Journal of Advertising, 37 (4), 47–61.

Keywords