This scale measures how irritating and disgusting a person finds a particular advertisement. Terlutter and colleagues (2022) drew items from earlier cross-cultural offensive-advertising research for a cross-national study of nudity in advertising conducted with Austrian and Chinese participants using a careful translation-back-translation process.
7-point scale (not at all applicable (1) to fully applicable (7)); stem: "The ad is..."
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was excellent in Study 1 (α = .905 for Austrian participants and α = .919 for Chinese participants; Terlutter et al. 2022, Web Appendix, p. 4); reliability was not reported for Study 2. Confirmatory factor analysis supported the scale's unidimensionality and discriminant validity, and the authors found support for configural and full (Study 1) or partial (Study 2) metric invariance across the two countries.
Terlutter, Ralf, Sandra Diehl, Isabell Koinig, Kara Chan, and Lennon Tsang (2022), "'I'm (Not) Offended by Whom I See!' The Role of Culture and Model Ethnicity in Shaping Consumers' Responses Toward Offensive Nudity Advertising in Asia and Western Europe," Journal of Advertising, 51 (1), 57-75.
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