Congruence (Self with Ad)

What it measures

A five-item scale measuring the degree to which a consumer feels that a specific advertisement was tailored to people similar to them — capturing perceived personalisation fit and self-ad congruence. Items assess identification with the ad's content, whether people similar to the respondent would receive the same ad, perceived similarity between the target audience and self-concept, and consistency between the ad's implied recipient and the respondent's self-image.

Representative items

• I can identify with the material in the ad.
• The kind of person who would receive this ad is similar to me.
• The image of a person who would receive this ad is highly consistent with how I see myself.

Citation

Hess, Nicole J., et al. (2020). Journal of the Academy of Marketing Science, 48(2), 340–360.