Ad-Evoked Approval Affect

What it measures

Nine semantic differential phrases capture approach-oriented affective reactions—including stimulation, interest, happiness, curiosity, and excitement—in response to advertising exposure.

Response format

Semantic differential (response format not stated; likely 7-point)

Scale items

• not at all stimulated / very stimulated
• not at all interested / very interested
• not at all involved / very involved
• not at all happy / very happy
• not at all envious / very envious
• not at all curious / very curious
• not at all loving / very loving
• not at all excited / very excited
• not at all wishful / very wishful

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Developed through a pretest in which participants reported emotions experienced while viewing ads. Alpha of .893. Designed for use alongside the disapproval subscale to capture the full valence spectrum of ad-evoked affect.

Recommended companion scales

Citation

Bhat, S., Leigh, T. W., & Wardlow, D. L. (1998). The effect of consumer prejudices on ad processing: Heterosexual consumers' responses to homosexual imagery in ads. Journal of Advertising, 27(4), 9–28.

Keywords