Ad Hedonic Affect Evaluation

What it measures

Four semantic differential items measure the hedonic quality of a person's affective response to an advertisement, capturing valence, interest, liking, and irritation.

Response format

7-point semantic differential

Scale items

• extremely unhappy / extreme happy
• uninteresting / interesting
• dislike / like
• not irritating / irritating (r)

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

Usage notes & scoring

Appears original to Yi (1990); alpha of .90 replicated by Cline, Altsech, and Kellaris (2003). Item 4 ('not irritating / irritating') is reverse-scored in the context of a positive affect measure. Note possible typo in the original: 'extreme happy' may be 'extremely happy'—verify against original article.

Citation

Yi, Y. (1990). Cognitive and affective priming effects of the context for print advertisements. Journal of Advertising, 19(2), 40–48.

Keywords