Persuasiveness of the Ad

What it measures

A three-item likert scale designed to measure the degree to which a person believes that an advertisement is responsible for changing his/her attitude about a brand.

Response format

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

Scale items

• The ad changed my mind about the brand.
• I learned something new from the ad.
• After viewing the ad, I see things differently.

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

Usage notes & scoring

Internal consistency (alpha = .82) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Smith, Robert E., Jiemiao Chen, and Xiaojing Yang (2008), “The Impact of Advertising Creativity on the Hierarchy of Effects,” Journal of Advertising, 37 (4), 47–61.

Keywords