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.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Scale appears to have been created by the authors. Reliability reported via personal correspondence with Hasford (2016) rather than in the published article. Validity not discussed. Stem can be adapted to contexts beyond retail (e.g., magazine ads, digital media) by replacing the store-specific phrasing. Scale measures compellingness and interest rather than favourability — researchers needing celebrity attitude measures should look to separate endorser evaluation scales.
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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