Attitude Toward the Ad (Comprehension)

ATTAThe extent to which a person views an advertisement as being understandable

3 items 2002 α .91 Free Weiss, A. M.

What it measures

A multiple-item Likert-type scale designed to measure the extent to which a person views an advertisement as being understandable.

Citation

MacInnis, Deborah J., Ambar G. Rao, and Allen M. Weiss (2002), "Assessing When Increased Media Weight of Real-World Advertisements Helps Sales," Journal of Marketing Research, 39 (November), 391-407.

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