A six-item, five-point Likert-type scale measuring the degree to which a person perceives a commercial advertisement to be humorous and intentionally attempting to amuse. Five items were adapted by converting key semantic differential descriptors from a prior humor scale into Likert-type statements; a sixth item was added by the authors to capture explicit humor intent ('the commercial was making a humor attempt'). Developed for use in two studies examining how gender moderates consumer responses to violent humor in advertising, where perceived humor was a central process variable in the path model. Items refer to 'the commercial' and are thus most directly applicable to television or video advertising, though they can be adapted for other formats with straightforward wording changes.
Swani, K., Weinberger, M.G., & Gulas, C.S. (2013). The impact of violent humor on advertising success: A gender perspective. Journal of Advertising, 42(4), 308-319.
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