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.

Response format

7-point semantic differential

Scale items

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

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

Usage notes & scoring

Single alpha: α = .90 — Keh, Wang & Yan (2021, Study 3A; n = 255 MTurk). Adapted from Lam & Mukherjee (2005). Same paper as ATCF (ID 2018) and DIFCON (ID 2073).

Recommended companion scales

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.

Keywords