Congruence (Self with the Brand's Ad)

Name: Congruence (Self with the Brand's Ad)
Creator: Wilkie, D. C. H., Burgess, A. J., Mirzaei, A., & Dolan, R. M.
Published: 2023
License: https://psychometricscales.com/methodology.html

Consistency Between One's Beliefs and Those Expressed in a Brand's Advertisement

4 items 2023 α 0.95 Free Wilkie, D. C. H., Burgess, A. J., Mirzaei, A., & Dolan, R. M.

What it measures

This scale measures how much a person shares the beliefs expressed in a brand's advertisement, and how consistent that portrayal is with how they see themselves and want to be seen. Wilkie, Burgess, Mirzaei, and Dolan (2023) used it in a study on consumer reactions to inclusivity in advertising.

Scale items

I generally share the beliefs of _____'s advertisement.
The beliefs of _____'s advertisement are mostly consistent with how others see mine.
The beliefs of _____'s advertisement are generally how I would like mine to be.
In general, I would like others to see my beliefs to be similar to those in _____'s advertisement.

Citation

Wilkie, Dean Charles Hugh, Amelie Jay Burgess, Abas Mirzaei, and Rebecca M. Dolan (2023), "Inclusivity in Advertising: A Typology Framework for Understanding Consumer Reactions," Journal of Advertising, 52 (5), 721-738.

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