Measures how compelling, interesting, and attention-capturing a consumer finds the image of a particular celebrity. Importantly, the scale targets the salience and draw of the image rather than its favourability — making it distinct from celebrity attitude or likeability measures. Originally used in a simulated retail environment where a celebrity poster was placed adjacent to product displays, with attention to the image treated as a potential pathway for emotional contagion effects on unrelated product evaluations.
Hasford, J., Hardesty, D.M., & Kidwell, B. (2015). More than a feeling: Emotional contagion effects in persuasive communication. Journal of Marketing Research, 52(6), 836-847.
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