Author's Genuine Brand Liking

What it measures

This scale measures how much a reader believes that a story's author genuinely liked a brand mentioned within a narrative, rather than including it for commercial reasons. Avramova, Dens, and De Pelsmacker (2022) developed it to study how brand placement disclosures in fiction shape readers' inferences about an author's motives.

Response format

7-point scale (strongly disagree (1) to strongly agree (7))

Scale items

• The author genuinely finds ___ good.
• The author's genuine impression of ___ is favorable.
• The author wouldn't mention ___ in the story if he didn't like that brand.
• The author probably prefers ___ to other ___ brands.

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

Usage notes & scoring

The scale showed acceptable reliability (α = .80; Avramova, Dens, and De Pelsmacker 2022, p. 459) based on 193 participants recruited from Prolific. Validity was not separately discussed. Although developed for a short fictional story, item #3 can be reworded for other contexts such as an online review or magazine article.

Citation

Avramova, Yana R., Nathalie Dens, and Patrick De Pelsmacker (2022), "The Effects of Brand Placement Disclosures in Fiction," Journal of Advertising, 51 (4), 450-468.

Keywords

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