Attitude Toward the Object (Attention Getting)

What it measures

A four-item semantic differential scale measuring the degree to which a retail display or object draws visual attention — whether it is conspicuous, eye-catching, noticeable, and attention-drawing.

Representative items

• Very inconspicuous / Very conspicuous
• Not at all eye-catching / Extremely eye-catching

Citation

Keh, Hean Tat, Di Wang, and Li Yan (2021). Gimmicky or effective? The effects of imaginative displays on customers' purchase intentions. Journal of the Academy of Marketing Science, 49(1), 117–137.