A three-item sentence-completion scale measuring the degree to which a consumer perceives a person depicted in an advertisement as belonging to an ethnic minority group in a given national context. Items complete a stem asking about perceptions of the depicted person and assess ethnic minority membership, immigrant background, and non-majority group status. Items contain blanks for the focal country name, enabling contextual adaptation across different national settings.
7-point Likert (sentence completion)
Full scale items shown. Always cite the original source when using this scale in research.
FILL-IN-THE-BLANK FORMAT: The blank in items 2 and 3 should be replaced with the focal country name (e.g., 'Israel', 'Germany', 'the United States'). Alpha ranged from .74 (Study 1 pretest) to .93 (Study 2 pretest in Israel) — Rößner, Gvili & Eisend (2021). The .74 estimate falls below threshold; the scale is included on the basis of the .93 upper estimate. SENTENCE COMPLETION FORMAT: Items complete a stem such as 'To what extent do you agree that...' or 'How much do you think...' VALIDITY: Used as manipulation check; successful detection provides preliminary validity evidence. Scale administered in Hebrew (Study 1) and adapted for German context (Study 2). Companion to Disgust with the Person in the Ad (DGAD, ID 2076) from the same paper.
Rößner, Anna, Yaniv Gvili, and Martin Eisend (2021). Offensive advertising: A meta-analysis. Journal of Advertising, 50(4), 388–408.
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