Warning Prominence in Print Ads

What it measures

A four-item scale measuring warning prominence in print ads.

Response format

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

Scale items

• I’d be wary of companies that hide warning labels in print ads.
• It doesn’t matter to me where a warning label is positioned in a print ad. (r)
• Companies have an obligation to noticeably warn consumers of potential product side effects in print ads.
• When companies openly place warnings in print ads about potential product side effects, my trust in them

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

Usage notes & scoring

Internal consistency (alpha = .809) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Torres, Ivonne M., Jeremy J. Sierra, and Robert S. Heiser (2007), “The Effects of Warning-Label Placement in Print Ads: A Social Contract Perspective,” Journal of Advertising, 36 (2), 49-62.

Keywords