Congruence (Self with the Brand's Ad)

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.

Response format

7-point scale (strongly disagree to strongly agree)

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.

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

Usage notes & scoring

Reliability was strong (α = .95; Wilkie et al. 2023, Table A1). Using the Fornell-Larcker test, the authors found support for discriminant validity against all other multi-item measures in the study, and the AVE was high (.87). The item wording draws on concepts and phrasing from an established self-image congruence measure rather than reusing it directly. The blank should be filled with the focal brand name.

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.

Keywords

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