Ad-Evoked Disapproval Affect

What it measures

Ten semantic differential phrases capture avoidance-oriented emotional reactions—including disgust, contempt, anger, unease, and worry—in response to advertising exposure.

Response format

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

Scale items

• not at all skeptical / very skeptical
• not at all disgusted / very disgusted
• not at all contemptuous / very contemptuous
• not at all angry / very angry
• not at all distrustful / very distrustful
• not at all irritated / very irritated
• not at all uneasy / very uneasy
• not at all scornful / very scornful
• not at all revolted / very revolted
• not at all worried / very worried

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

Usage notes & scoring

Developed through a pretest alongside the approval subscale. Alpha of .933. Designed for use with the approval subscale to capture both sides of ad-evoked emotional reactions.

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