The scale is intended to measure the degree to which a person is immersed in some text (ad, story, poetry) such that its events and characteristics are more accessible than those in the person's real-world surroundings.
The scale is composed of seven-point semantic differentials that are used to measure the degree to which a person was cognitively engaged in a task. As currently stated, the items are most appropriate for use when study participants are expected to carefully read some information about a product.
Four, seven-point Likert-type statements are used to measure a person's expressed level of motivation to process a specific ad message.
Three, seven-point semantic differentials are used to measure the level at which a person reports being motivated to process some specific information. In the study by Suri and Monroe (2003), the scale was used with subjects who had been asked to evaluate some product-related information.
Three, seven-point Likert-type statements are used to assess the earnestness with which a subject engaged in an experimental task that involved reading an ad and making a purchase decision.
The seven item, seven point semantic differential scale measures a person's evaluation of a written stimulus. The stimulus used by Menon, Block, and Ramanathan (2002) was an article but the scale appears to be appropriate for other stimuli such as books, pamphlets, web pages, etc. that have some sort of threat aspect that would make the information potentially "scary."
A four-item, nine-point scale measuring the cognitive effort a person reports having expended with regard to processing an advertisement. The scale was called motivation to process by Ellen and Bone (1998).
The scale is composed of three, seven-point items measuring the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid or ignore ads appearing in newspapers.
The scale is composed of three, seven-point items measuring the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid ads appearing in magazines.
The scale is composed of three, seven-point items intended to measure the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid direct mail advertising.
