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.

Representative items

• The ad focused on achieving positive outcomes.
• The ad motivated me to obtain positive outcomes.

Citation

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