Attitude Toward the Ad (Receptiveness)

ATTAAttitude Toward the Ad (Receptiveness)

3 items 2008 α .93 Free Smith, R. E., & Yang, X.

What it measures

A three-item scale measuring attitude toward the ad.

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.

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