A four-item, seven-point Likert-type scale measuring the extent to which a person experienced an advertisement as pleasurable, entertaining, and emotionally enjoyable. Referred to as 'emotional engagement' by the authors, the scale captures the affective dimension of ad response with a specific emphasis on pleasure and hedonic enjoyment rather than arousal or excitement. Items were developed by the authors drawing on key terms from prior ad attitude measures. The scale was used in a multi-method study comparing consumer-generated advertising (CGA) with company-created advertising, where CGA was found to produce greater pleasurable engagement. Note: item 4 ('the ad was a pleasure to watch') makes the scale most appropriate for video-format advertisements.
Lawrence, B., Fournier, S., & Brunel, F. (2013). When companies don't make the ad: A multimethod inquiry into the differential effectiveness of consumer-generated advertising. Journal of Advertising, 42(4), 292-307.
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