This scale measures how personalized and tailored to the individual a person perceives an advertisement to be. De Keyzer, Dens, and De Pelsmacker created the measure by combining wording from two earlier personalization and customization scales, using it across a pretest and two main studies.
5-point scale in Study 1; 7-point scale (totally disagree (1) to totally agree (7)) in Study 2 and its pretest
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was good to excellent (α = .889 in Study 1 and α = .933 in Study 2; De Keyzer, Dens, and De Pelsmacker 2022, pp. 43, 51); reliability for the Study 2 pretest was not reported. Validity was not discussed.
De Keyzer, Freya, Nathalie Dens, and Patrick De Pelsmacker (2022), "How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention," Journal of Advertising, 51 (1), 39-56.
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