Attitude Toward the Ad's Format

ATTAA person's attitude about the way an advertisement is visually presented

4 items 2006 α .92 Free Burns, K. S., & Lutz, R. J.

What it measures

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

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.

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