Ad Typicality Judgments and Creative Television Ad Processing–Model Questionnaire
Evaluates the influence of consumers' judgments of typicality on their processing of television advertising.
Scale Development & Technical Details
Scale Overview
The Ad Typicality Judgments and Creative Television Ad Processing–Model Questionnaire was developed by Mark Peterson; Naresh K. Malhotra (2023). It is designed to measure Ad typicality judgments and television ad processing. The scale is intended for use with Consumers (18 years and older).
Scale Structure
This instrument consists of 14 items organized into 8 factors/subscales: Positive Feeling Expectations, Negative Feeling Expectations, Theme Expectations (Attractiveness), Positive Feelings, Negative Feelings, Ad Motivation (Social Approval), Ad Match, Attitude toward the ad.
| Factor / Subscale | Items | N |
|---|---|---|
| Positive Feeling Expectations | 1 | 1 |
| Negative Feeling Expectations | 2 | 1 |
| Theme Expectations (Attractiveness) | 3 | 1 |
| Positive Feelings | 4 | 1 |
| Negative Feelings | 5 | 1 |
| Ad Motivation (Social Approval) | 6,7,8 | 3 |
| Ad Match | 9,10,11 | 3 |
| Attitude toward the ad | 12,13,14 | 3 |
Response Format
Respondents rate each item using a custom response format.
Response anchors: 1 = Strongly Disagree / Very Low / Very Negative, 2 = Disagree / Low / Negative, 3 = Somewhat Disagree / Somewhat Low / Somewhat Negative, 4 = Neutral, 5 = Somewhat Agree / Somewhat High / Somewhat Positive, 6 = Agree / High / Positive, 7 = Strongly Agree / Very High / Very Positive.
Scoring
Items are scored by subscale, with each subscale sum representing a distinct dimension.
Total scores range from 1 to 7. Interpretation guidelines:
- Low / Negative Evaluation: 1 – 3
- Moderate / Neutral Evaluation: 4 – 5
- High / Positive Evaluation: 6 – 7
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha >= .76.
Administration
The scale is self-administered and typically takes approximately 5 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.