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.

Response format

7-point Likert

Scale 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 seek more information about the product featured in the ad.
• I am likely to recommend the product featured in the ad to others.

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

Usage notes & scoring

Three reliability estimates: α = .93 (pilot test and Study 1), α = .96 (Study 2), α = .94 (Study 3) — Wu & Dodoo (2020). VALIDITY: Not reported. Adapted from Sundar & Kalyanaraman (2004); items are similar in content but may differ in exact wording. Same paper as Ad Information Complexity (ADIC, ID 2003), Attitude Toward the Ad (Prevention Focus) (ATADPREV, ID 2087), and Attitude Toward the Ad (Promotion Focus) (ATADPRO, ID 2088).

Recommended companion scales

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.]

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