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.

Response format

9-point Likert (strongly disagree to strongly agree)

Scale 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 hooked me in terms of my feelings.

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

Usage notes & scoring

Referred to as 'emotive response' in the original article. Two items adapted from Green and Brock's (2000) narrative transportation scale. CFA confirmed good model fit and convergent and discriminant validity with respect to related constructs. Alpha of .75 is modest; researchers may consider supplementing with other affect items.

Citation

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

Keywords