Perceived Slogan Relevance Scale

What it measures

Measures the degree to which a specific slogan or advertising headline is perceived as personally meaningful, relevant, and important to the respondent. Captures individual-level resonance with a particular marketing message, reflecting the extent to which the message connects with the person's own values, interests, or circumstances.

Scale items

• This slogan was meaningful to me.
• This slogan is relevant to me.
• This slogan is important to me.

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

Usage notes & scoring

Originally developed by Williams & Drolet (2005) with items phrased with respect to an advertisement. Adapted by Cian, Krishna & Schwarz (2015) in Study 5 to measure the relevance of a political slogan, then lightly re-adapted in Study 6 for use with advertising headlines. Alphas were .96 (Study 5) and .94 (Study 6). Validity was not discussed. Response scale uses 9 points anchored at 'Not at all' (1) and 'Very much' (9). While developed in political and advertising headline contexts, the item wording is generic enough to apply to any short marketing message or tagline.

Citation

Cian, L., Krishna, A., & Schwarz, N. (2015). Positioning rationality and emotion: Rationality is up and emotion is down. Journal of Consumer Research, 42(4), 632-651.

Keywords