Three semantic differential items assess the perceived fit and compatibility between two objects—used as a manipulation check for sponsor-website congruence.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Developed by Rifon et al. (2004) as a manipulation check; applied to website-sponsor fit. Alpha .896. Suitable as a brief general-purpose congruence measure across various dyadic fit contexts.
Rifon, N. J., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship. Journal of Advertising, 33(1), 29–42.
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