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.
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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