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.

Response format

7-point Likert

Scale items

• I can identify with the material in the ad.
• People similar to me would receive the same ad.
• The kind of person who would receive this ad is similar to me.
• The kind of person who this ad would be personalized for is very much like me.
• The image of a person who would receive this ad is highly consistent with how I see myself.

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

Usage notes & scoring

Single alpha: α = .85 — Hess et al. (2020, Study 2; n = 387 undergraduates). VALIDITY: Not reported. Developed by drawing key phrases from prior self-congruence and ad personalisation measures. Companion to Congruence (Self with Message) (CSMG, ID 2123) and Behavioral Intentions Toward the Store (Hypothetical) (BISH, ID 2103) from the same paper.

Recommended companion scales

Citation

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

Keywords