Three bipolar semantic differential items capture a person's broad affective response to a stimulus such as an advertisement or product, assessing valence along pleasant/unpleasant, like/dislike, and good/bad feeling dimensions.
Kim, J., Allen, C. T., & Kardes, F. R. (1996). An investigation of the mediational mechanisms underlying attitudinal conditioning. Journal of Marketing Research, 33(3), 318–328.
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