Thirteen unipolar adjective items capture a general evaluative response to an advertisement, including believability, informativeness, interest, and worth remembering, while excluding items tapping negative reactions. Drawn from a larger pool developed by Burke and Edell.
Aylesworth, A. B., Goodstein, R. C., & Kalra, A. (1999). Effect of archetypal embeds on feelings: An indirect route to affecting attitudes? Journal of Advertising, 28(2), 73–81.
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