Measures the degree to which a consumer recognises that an advertisement was deliberately tailored to their personal situation. Importantly, this scale captures perceived personalisation — whether the consumer noticed and acknowledged the ad was personalised for them — rather than their attitude toward or evaluation of that personalisation. Originally developed to assess whether smokers perceived anti-smoking health information as tailored, then adapted by Aguirre et al. (2015) for use with personalised online advertising.
Dijkstra, A. (2005). Working mechanisms of computer-tailored health education: Evidence from smoking cessation. Health Education Research, 20(5), 527-539.
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