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