Eleven bipolar adjective pairs capture the affective dimension of attitude toward an advertisement — emphasising hedonic, aesthetic, and emotional reactions rather than cognitive evaluation. Items have been used individually or in subsets across many studies.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
This is a composite scale drawn from a large pool of bipolar adjectives used across many studies; individual studies used different subsets. Alphas ranged from .75 to .95 across versions. Researchers should select items appropriate to their context and confirm psychometric quality in their specific application. Item 11 contains trailing descriptive text in the source — the item itself is 'warm hearted / cold hearted'.
Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(November), 538–555.
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