Measures three dimensions of emotional response to advertising: upbeat (elated, playful, energetic), negative (critical, defiant, annoyed), and warm (affectionate, contemplative, hopeful). One of the foundational measures in advertising affect research. The warmth dimension is particularly important for emotional advertising — warm feelings mediate the path from ad execution to brand attitude.
Edell, J.A., & Burke, M.C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(3), 421–433.
Free access to 2023+ psychometric scales at PsychScales