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.
7-point Likert-type (strongly disagree to strongly agree, inferred)
Full scale items shown. Always cite the original source when using this scale in research.
Scale created by Dijkstra (2005) in a health communication context; adapted by Aguirre et al. (2015) for personalised online advertising. Response scale format not explicitly stated by Aguirre et al. (2015) — 7-point Likert inferred from their other scales. Validity not formally discussed, but successful use as a manipulation check in two studies provides indirect evidence of predictive validity. This scale measures recognition of personalisation, not attitude toward it — researchers should not use it as an evaluation or liking measure. Companion to the Affective Response to Advertising Vulnerability Scale (ARAVS, ID 581) from the same Aguirre et al. (2015) paper.
Dijkstra, A. (2005). Working mechanisms of computer-tailored health education: Evidence from smoking cessation. Health Education Research, 20(5), 527-539.
Free access to 2455+ psychometric scales at PsychScales