Religion of the Person in the Ad

What it measures

The scale measures how religious a person depicted in an advertisement is perceived to be, and whether their religion is seen as different from the majority religion in the viewer's own society. Items were tested across culturally distinct samples (Israel and Germany) to examine how consumers respond to religious minorities depicted in advertising.

Response format

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

Scale items

• this person belongs to a religious minority?
• has a religion DIFFERENT from the most common religion in _____?
• the religion of the person in the picture is DIFFERENT than the religion of most people in _____?

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

Usage notes & scoring

Rößner, Gvili, and Eisend (2021) appear to have created this scale themselves, using it across pretests and main studies with both Israeli and other samples. Reliability was consistently excellent (α = .94–.98). It was used as a manipulation check throughout, offering strong indirect support for validity.

Citation

Rößner, A., Rößner, P.C., Anna, , Gvili, Y., & Eisend, M. (2021). Explaining Consumer Responses to Ethnic and Religious Minorities in Advertising: The Case of Israel and Germany. Journal of Advertising, 50(4), 391-407.

Keywords