Measures a consumer's general attitude toward performing a focal behaviour following exposure to an advertisement, capturing perceived favourability, benefit, and importance of the act. Designed to be broadly applicable across behavioural contexts by adapting the stem to describe the specific focal behaviour. Used in research on shame-inducing health issue advertising where the focal act was seeking prevention or treatment for a sexually transmitted infection.
Yoon, H.J. (2015). Humor effects in shame-inducing health issue advertising: The moderating effects of fear of negative evaluation. Journal of Advertising, 44(2), 126-139.
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