Attitude Toward the Ad (Comprehension)

What it measures

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

Response format

7-point Likert scale

Scale items

• confusing. (r)
• hard to follow. (r)
• puzzling. (r)

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

Usage notes & scoring

Internal consistency (alpha = .91) was reported in the primary study.

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.

Keywords