Perceived Ad Incongruence Scale

What it measures

Measures the ease with which a consumer comprehends the meaning and intent of an advertisement that contains an unexpected or incongruent element. Developed in the context of ambient retail advertising where surprise is used as a promotional device.

Response format

7-point Likert-type

Representative items

• The meaning of the ad became apparent to me right away.
• Understanding what the ad was trying to communicate came naturally.
• Identifying what the ad aimed to achieve was straightforward.

Usage notes & scoring

Scale used across three follow-up studies (A, B, C). Alpha of .94 and AVE of .86 reported for Study A. CFA confirmed measurement model fit and discriminant validity in Studies A and B. Origin of the scale not stated by authors.

Citation

Hutter, K., & Hoffmann, S. (2014). Surprise, surprise. Ambient media as promotion tool for retailers. Journal of Retailing, 90(1), 93–110.

Keywords