Interest in the Advertised Brand

What it measures

A three-item likert scale designed to measure the degree to which a person reports wanting to know more about a particular brand after having been exposed to an advertisement about it.

Response format

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

Scale items

• The ad made me curious about the advertised brand.
• I would like more information about the product.
• I would like to use the advertised product on a trial basis.

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

Usage notes & scoring

Internal consistency (alpha = .90) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Smith, Robert E., Jiemiao Chen, and Xiaojing Yang (2008), “The Impact of Advertising Creativity on the Hierarchy of Effects,” Journal of Advertising, 37 (4), 47–61.

Keywords