Attitude Toward the Movie (General)

What it measures

A six-item semantic scale designed to measure a person's evaluation of a movie.

Response format

7-point semantic differential

Scale items

• bad movie / good movie
• forget it / must see
• uninteresting / interesting
• wait for rental / see opening night
• will be a flop / will be a hit
• sounds worse than most films / sounds better than most films

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

Usage notes & scoring

Formal validity assessment was not reported by the original authors.

Citation

Sood, Sanjay and Xavier Drèze (2006), “Brand Extensions of Experiential Goods: Movie Sequel Evaluations,” Journal of Consumer Research, 33 (December), 352-360.

Keywords