Interest in the Ad Vehicle

What it measures

Three items assess a person's interest in and enjoyment of the media vehicle (TV programme or magazine) in which an advertisement appears, independent of the ads themselves.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I found the television program (magazine articles) to be interesting.
• I would like to watch (read) this program (these magazine articles).
• I found this program (these magazine articles) to be boring. (r)

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

Usage notes & scoring

Appears original to De Pelsmacker, Geuens, and Anckaert (2002). Alphas .919 (TV) and .898 (magazine). Item 3 is reverse-scored. Items refer to either TV or magazine vehicles depending on the study context.

Recommended companion scales

Citation

De Pelsmacker, P., Geuens, M., & Anckaert, P. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, 31(2), 49–61.

Keywords