Five bipolar semantic differentials measuring consumers' behavioural inclination to try, seek out, and consider purchasing a specific product or brand. Sierra, Hyman, and Torres (2009) developed the scale by drawing items from Holmes and Crocker (1987) and MacKenzie, Lutz, and Belch (1986), and reported evidence of convergent and discriminant validities, unidimensionality, and internal consistency. Zúñiga (2016) deployed the scale in an experiment on ethnicity-primed advertising with African-American consumers, reporting α=.96.
Sierra, J.J., Hyman, M.R., & Torres, I.M. (2009). Using a model's apparent ethnicity to influence viewer responses to print ads: A social identity theory perspective. Journal of Current Issues and Research in Advertising, 31(2), 41–66.
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