Attitude Toward the Ad's Format

What it measures

A four-item semantic scale designed to measure a person's attitude about the way an advertisement is visually presented.

Response format

5-point semantic differential

Scale items

• liked by me / disliked by me
• one of the best formats / one of the worst formats
• an excellent ad format / a poor ad format
• I love it / I hate it

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

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Burns, Kelli S. and Richard J. Lutz (2006), “The Function of Format: Consumer Responses to Six On-Line Advertising Formats,” Journal of Advertising, 35 (Spring), 53-63.

Keywords