A seven-item, seven-point Likert-type scale measuring a viewer's retrospective attitude toward a specific movie they have seen, covering overall enjoyment, absence of regret, gladness of having seen it, willingness to watch again, story appreciation, quality of acting, and overall quality. The movie title is inserted in the blank in each item. Developed for a field experiment conducted with Belgian female audiences who attended special screenings of one of two movies. The scale was used as a baseline measure of movie attitude prior to evaluating brand placements observed during viewing, with high alphas in both movie contexts indicating cross-film reliability.
7-point Likert (strongly disagree to strongly agree); movie title inserted in blanks
Full scale items shown. Always cite the original source when using this scale in research.
This scale is named 'Attitude Toward the Movie (Post-Viewing)' to distinguish it from ID 1413 (Attitude Toward the Movie (General), Sood), which uses semantic differentials and appears to measure anticipated or general movie attitude rather than retrospective post-viewing evaluation. The present scale is explicitly retrospective — items are framed in past tense ('I enjoyed watching', 'I'm glad I saw') and require actual viewing experience. It is therefore not suitable as a pre-viewing attitude measure. The scale was administered in Belgian French or Dutch; the language was not reported. Strong alphas across two different movies (.913 and .945) provide cross-stimulus evidence of reliability.
Dens, N., De Pelsmacker, P., Wouters, M., & Purnawirawan, N. (2012). Do you like what you recognize? The effects of brand placement prominence and movie plot connection on brand attitude as mediated by recognition. Journal of Advertising, 41(3), 35-53.
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