Comparison Valence of the Ad

What it measures

A multiple-item semantic scale designed to measure the degree to which a person believes that an ad has disparaged a competitor.

Response format

7-point semantic differential

Scale items

• The ad was hostile / gentle to one or more competitors.
• The ad derogated / did not derogate one or more competitors.
• The ad criticized / complimented one or more competitors.
• The ad tried to damage / did not try to damage the reputation of one or more competitors.
• The ad put down / praised one or more competitors.
• Jain and Posavac (2004) used all five items while Chang and Chou (2008) used items #2 - #5.

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

Citation

Chang, Chung-Chau and Yu-Jen Chou (2008), “Goal Orientation and Comparative Valence in Persuasion,” Journal of Advertising, 37 (1), 73-87.

Keywords