The scale captures how warm and likeable an advertising spokesperson or on-screen actor comes across to viewers, using bipolar adjective pairs spanning warmth, likeability, sincerity, and friendliness. It is deliberately narrow in focus on interpersonal warmth rather than competence or expertise, making it a useful companion to credibility-focused spokesperson measures.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Developed by Whittler and DiMeo (1991); alphas .94, .94, and .87 across three studies. Focuses specifically on interpersonal warmth and affective liking rather than competence or credibility.
Whittler, T. E., & DiMeo, J. (1991). Viewers' reaction to racial cues in advertising stimuli. Journal of Advertising Research, 31(6), 37–46.
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