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.
Likert (1–5, not at all to very much) — rate how you felt while watching the ad
Upbeat Feelings — positive activated emotions (rate how the ad makes you feel, 1–5, not at all to extremely)
Negative Feelings — negative emotions
Warm Feelings — positive low-activation emotions
Full scale items shown. Always cite the original source when using this scale in research.
Three subscale scores. Respondents rate how each adjective describes what they felt while watching/reading the advertisement. Warm feelings are the key predictor of attitude toward the ad for emotional/heartwarming campaigns. The scale is highly adaptable — subsets of items are frequently used in experimental advertising research.
Edell, J.A., & Burke, M.C. (1987). The power of feelings in understanding advertising effects. Journal of Consumer Research, 14(3), 421–433.
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