Affective Response to the Ad (Guilt)

What it measures

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

Response format

7-point unipolar scale

Scale items

• guilty
• remorseful
• regretful

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

Usage notes & scoring

Internal consistency (alpha = .85) was reported in the primary study.

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.

Keywords