Evaluates the degree to which a television program viewer believes the program delivered new ideas, useful information, and learning opportunities. Originally expected to be a six-item scale, but factor analysis retained only three items. Borrowed from Van Reijmersdal, Smit, and Neijens (2010) who reported an alpha of .85. Applied in research on program–ad congruence, comparing the effects of informational versus humorous programming on advertising effectiveness.
6-point Likert (1=strongly disagree, 6=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Six-point response scale with no midpoint; anchors: strongly disagree to strongly agree. Originally planned as six items; factor analysis reduced this to three retained items. Source scale alpha (Van Reijmersdal et al. 2010) = .85.
Bellman, S., Wooley, B., & Varan, D. (2016). Program–ad matching and television ad effectiveness: A reinquiry using facial tracking software. Journal of Advertising, 45(1), 72–77.
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