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.
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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