Affective Stimulus Evaluation (General)

What it measures

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.

Response format

7-point semantic differential

Scale items

• unpleasant / pleasant
• dislike very much / like very much
• left me with a bad feeling / left me with a good feeling

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

Usage notes & scoring

Originated with Stuart, Shimp, and Engle (1987); used by Kim et al. (1996) and Kim, Lim, and Bhargava (1998), who reported alphas of .94–.95. A brief general affect measure suitable as an attitudinal check.

Citation

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.

Keywords