The scale measures how much a television advertisement is felt to have made a viewer happy and pleased. Becker, Scholdra, Berkmann, and Reinartz (2023) used it in Study 2, drawing three keywords from a broader nine-item happiness measure developed by Laros and Steenkamp (2005).
Likert-type (specific anchors not reported in the source; comparable measures in the same article used 7-point strongly disagree–strongly agree scales)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was excellent (α = .97; Becker et al. 2023, Web Appendix, p. 43), based on data from 3,037 people representative of the German population. Validity was not separately discussed. Each item follows the stem "The ad made me..."
Becker, Maren, Thomas P. Scholdra, Manuel Berkmann, and Werner J. Reinartz (2023), "The Effect of Content on Zapping in TV Advertising," Journal of Marketing, 87 (2), 275-297.
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