Disgust with the Person in the Ad

What it measures

A four-item scale measuring the intensity of moral objection and disgust a consumer experiences toward a person featured in an advertisement. Items span moral opposition toward the person, moral objection to their presence, and disgust directed at both the featured person and the advertisement itself. Developed for research on offensive advertising, the scale captures the moral-emotional response to endorser identity or behaviour rather than simple dislike — the feeling that something ethically objectionable has been put before the consumer.

Representative items

• I morally object to the person who is shown in the ad.
• I morally oppose the person who is shown in the ad.
• I am disgusted by the person who is shown in the ad.

Citation

Rößner, Anna, Yaniv Gvili, and Martin Eisend (2021). Offensive advertising: A meta-analysis. Journal of Advertising, 50(4), 388–408.