Emotional Response to Advertising

What it measures

Measures the degree to which a viewer feels emotionally moved and involved by an advertisement. Referred to as 'emotive response' by the authors. Two items were adapted from Green and Brock's (2000) psychological transportation scale. Convergent and discriminant validity supported via CFA alongside related advertising constructs.

Representative items

• I felt emotionally involved in the ad.
• I found the ad moving.
• The ad affected me emotionally.
• I was able to connect with the ad emotionally.
• This ad engaged me in terms of my feelings.

Citation

Kim, E., Ratneshwar, S., & Thorson, E. (2017). Why narrative ads work: An integrated process explanation. Journal of Advertising, 46(2), 283–296.