Attitude Toward the Ad (Prevention Focus)

What it measures

A three-item scale measuring the degree to which a consumer perceives an advertisement as framed around preventing negative outcomes. Items assess whether the ad focuses on negative outcome prevention, motivates avoidance behaviour, and inspires vigilance against failure.

Representative items

• The ad focused on preventing negative outcomes.
• The ad motivated me to avoid negative outcomes.

Citation

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