Attitude Toward the Ad (Promotion Focus)

What it measures

A three-item scale measuring the degree to which a consumer perceives an advertisement as framed around achieving positive outcomes. Items assess whether the ad focuses on positive outcome attainment, motivates approach behaviour, and inspires ambition for success.

Response format

7-point Likert

Scale items

• The ad focused on achieving positive outcomes.
• The ad motivated me to obtain positive outcomes.
• I was motivated to be a success after viewing the ad.

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

Usage notes & scoring

Two reliability estimates: α = .85 (pilot) and α = .93 (Study 2 pretest) — Wu & Dodoo (2020). Companion to Attitude Toward the Ad (Prevention Focus) (ATADPREV, ID 2087).

Recommended companion scales

Citation

Wu, Laurie and Naa Amponsah Dodoo (2020). Journal of Advertising, 49(3), 233–248.

Keywords