Website Affective Attitude

What it measures

Four unipolar items capture the affective dimension of a person's attitude toward a website, encompassing appeal, attractiveness, excitement, and perceived quality.

Response format

7-point unipolar Likert (1=not at all, 7=extremely)

Scale items

• appealing
• attractive
• exciting
• high quality

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

Usage notes & scoring

Appears original to Sundar and Kalyanaraman (2004); alpha .89. Applied in the context of web advertising with animated banners. The 'high quality' item introduces a mild cognitive component; researchers may wish to confirm factor structure.

Citation

Sundar, S. S., & Kalyanaraman, S. (2004). Arousal, memory and impression-formation effects of animation speed in web advertising. Journal of Advertising, 33(1), 7–17.

Keywords