Behavioral Attitude Scale

What it measures

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.

Response format

7-point semantic differential

Scale items

• Very unfavorable / Very favorable
• A very bad idea / A very good idea
• Not at all beneficial / Very beneficial
• Not at all important / Very important

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

Usage notes & scoring

Source not identified by Yoon (2015). Items reflect standard attitude-toward-the-act operationalisation consistent with the theory of planned behavior (Ajzen 1991). Alpha reported for Study 1 only (.94); used across three studies. Validity not discussed. Stem and focal behavior placeholder should be adapted to the specific research context. Abbr includes author name to distinguish from other behavioral attitude scales in the database. Companion to the Ad Message Attention Scale (AMAS, ID 588) from the same paper.

Recommended companion scales

Citation

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.

Keywords