Six items (scale described as seven-item) assess the valence of mood evoked by an advertisement, capturing both negative mood indicators (reverse-scored) and positive mood states such as cheerfulness and happiness.
Ahluwalia, R., & Burnkrant, R. E. (2004). Answering questions about questions: A persuasion knowledge perspective for understanding the effects of rhetorical questions. Journal of Consumer Research, 31(1), 26–42.
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