| Variable |
No Code |
Measurement item |
| Attitude Toward Advertising (AAD) |
AAD1 |
I like this ad |
| AAD2 |
This ad is good (nice to look at) |
| AAD3 |
The message is completely convincing |
| AAD4 |
The information in this ad is objective |
| AAD5 |
The quantity of information in this ad satisfies you |
| AAD6 |
This ad appeals more to feelings than to reason |
| AAD7 |
This ad is unusual (different from other ads) |
| Endorser Expertise credibility (ECE) |
EC1 |
I feel the endorser knows a lot about the product |
| EC2 |
I feel the endorser is competent to make assertions about the product |
| EC3 |
I consider the endorser an expert on the product |
| EC4 |
I consider the endorser an expert on promoting the product |
| EC5 |
I consider the endorser sufficiently experienced to make assertions about the product |
| Endorser Credibility Trustworthiness (ECT) |
EC6 |
I feel the endorser is truthful |
| EC7 |
I feel the endorser is honest |
| EC8 |
I consider the endorser is trustworthy |
| EC9 |
I consider the endorser is earnest |
| Endorser Credibility Attractiveness (ECA) |
EC10 |
I consider the endorser is very attractive |
| EC11 |
I consider the endorser is very stylish |
| EC12 |
I think the endorser is good looking |
| EC13 |
I think the endorser is sexy |
| Endorser Credibility Similarity (ECS) |
EC14 |
The endorser and I have a lot in common |
| EC15 |
The endorser and I are a lot alike |
| EC16 |
I can easily identify with the endorser |
| EC18 |
I consider the endorser as a normal looking person |
| Purchase Intention |
PI1 |
All things considered, if you were to purchase beauty soap on one of your next trips to store, what are the chances that you would purchase your desired brand if it is available? |
| PI2 |
You are at the beauty shop intend to buy a kind of soap; would you buy it directly or will you choose another brand? |
| PI3 |
If I had to buy a beauty soap, I would probably buy the advertised brand. |
