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.

Response format

7-point Likert

Scale items

• The ad focused on preventing negative outcomes.
• The ad motivated me to avoid negative outcomes.
• I was motivated to prevent being a failure 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 = .78 (pilot) and α = .85 (Study 2 pretest) — Wu & Dodoo (2020). Lower bound .78 below threshold; included on basis of .85. Companion to Attitude Toward the Ad (Promotion Focus) (ATADPRO, ID 2088).

Recommended companion scales

Citation

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

Keywords