Affective Response to the Ad (Guilt)

ARTTA person's guilt-related response to an advertisement

3 items 2009 α .85 Free Lau-Gesk, Loraine and Joan Meyers‐Levy

What it measures

A three-item unipolar scale designed to measure a person's guilt-related response to an advertisement.

Citation

Lau-Gesk, Loraine and Joan Meyers‐Levy (2009), "Emotional Persuasion: When the Valence versus the Resource Demands of Emotions Influence Consumers’ Attitudes," Journal of Consumer Research, 36 (4), 585-599.

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