Measures the intensity of consumer disgust elicited by advertising stimuli. Participants rate their emotional response on two items ('disgusted' and 'repulsed'). Although the individual items appear in prior emotion research, Northey et al. (2020) were the first to establish predictive validity for the index, demonstrating that disgust functions as a primary serial mediator linking conservative political ideology and male-to-male homosexual advertising imagery to negative product evaluations. The index distinguishes disgust from other negative emotions (anger) and from positive emotions (happiness, love) measured concurrently as covariates.
Northey, G., Dolan, R., Etheridge, J., Septianto, F., & van Esch, P. (2020). LGBTQ imagery in advertising: How viewers' political ideology shapes their emotional response to gender and sexuality in advertisements. Journal of Advertising Research, 60(2), 222–236.
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