Ad Typicality Judgments and Creative Television Ad Processing–Model (ATJ-CTAPM)

To what extent do you typically expect to experience the following feelings during TV ads for compact automobiles: alive, active, cheerful?

To what extent do you typically expect to experience the following feelings during TV ads for compact automobiles: critical, skeptical, suspicious?

To what extent do you typically expect TV ads for compact automobiles to utilize the following themes: attractiveness of a clearly sexual nature contributes to a pretty or handsome appearance, fun?

Please tell us how much you agree or disagree that each word listed below describes the feelings you experienced during the ad you have just seen: alive, active, cheerful.

Please tell us how much you agree or disagree that each word listed below describes the feelings you experienced during the ad you have just seen: critical, skeptical, suspicious.

Tell us how much you agree or disagree that the ad used the following theme: owning the automobile would appeal to one's desire for social approval.

Tell us how much you agree or disagree that the ad used the following theme: using the automobile would help one feel less apprehensive in social situations.

Tell us how much you agree or disagree that the ad used the following theme: one would be considered more fashionable by using the automobile.

The brand as depicted in this ad met my expectations for a typical depiction of a compact automobile.

The themes used in the ad were identical to my expectations for a compact automobile.

The feelings experienced during the ad were the feelings I had expected to experience during an advertisement for compact automobiles.

Rate the preceding commercial: very unfavorable / very favorable.

Rate the preceding commercial: dislike very much / like very much.

Rate the preceding commercial: very bad / very good.