Behavioral Intentions Toward the Ad Product

What it measures

A four-item scale measuring a consumer's behavioural intentions toward a product featured in an advertisement, spanning trial, purchase, information seeking, and recommendation. Items capture the full behavioural response spectrum from personal acquisition to social advocacy, providing a comprehensive assessment of ad-induced product engagement across the consumer decision journey.

Representative items

• I am likely to try the product featured in the ad.
• I am likely to buy the product featured in the ad.
• I am likely to recommend the product featured in the ad to others.

Citation

Sundar, Shyam S. and Sriram Kalyanaraman (2004). Arousal, memory, and impression-formation effects of animation speed in web advertising. Journal of Communication, 54(1), 150–169. [Applied by: Wu, Laurie and Naa Amponsah Dodoo (2020). Journal of Advertising, 49(3), 233–248.]