Perceived Ad Message Relevance

What it measures

Ten items measure the extent to which a respondent regards the content of an advertisement as meaningful, useful, relevant to their needs, and worthy of attention. A standard stem introduces the items: respondents indicate whether the ad information 'might be...' applicable to them.

Response format

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

Scale items

• . . . might be important to me.
• . . . might be meaningful to me.
• . . . might be 'for me.'
• . . . might be worth remembering.
• . . . might be of value to me.
• . . . might be relevant to my needs.
• . . . might be useful to me.
• . . . might be worth paying attention.
• . . . might be interesting to me.
• . . . would give me new ideas.

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

Usage notes & scoring

Alpha of .96 reported by Laczniak and Muehling (1993) and Muehling, Stoltman, and Grossbart (1990). The scale stem used varies across studies — Andrews and Durvasula used a general product-category phrasing while Muehling et al. used a product-specific reference. Williams and Drolet (2005) used a 3-item subset (items 1, 2, and 6) with not at all / very much anchors. The last item has trailing footnote text in the source; the item itself ends at 'new ideas.'

Citation

Laczniak, R. N., & Muehling, D. D. (1993). Reconsidering the role of attitude-toward-the-ad. Journal of Advertising, 22(4), 85–99.

Keywords