The FTA scale is the most widely used measure of consumer affective responses to advertising executions. Edell and Burke (1987) proposed that emotional reactions to advertisements are multidimensional and comprise three relatively independent factors: Upbeat Feelings (active, positive, high-arousal emotions such as enthusiasm, excitement, and playfulness), Negative Feelings (aversive, critical, and dysphoric responses such as irritation, boredom, and offense), and Warm Feelings (low-arousal positive emotions such as affection, warmth, and empathy). The three factors are empirically separable: an advertisement can simultaneously produce high Upbeat and high Warm responses, or it can produce Upbeat responses while evoking Negative reactions. The scale was developed by asking respondents to report their feelings during ad exposure using a checklist of 52 affect adjectives, from which 30 loaded cleanly on the three factors via factor analysis. The FTA dimensions are theoretically and empirically antecedent to attitude toward the advertisement (Aad) and attitude toward the brand (Ab), and they mediate the effects of ad execution characteristics (humour, warmth appeals, music, colour) on brand evaluation. Warm Feelings are particularly predictive of Ab in emotional/experiential product categories; Upbeat Feelings are more predictive of processing engagement and recall. Negative Feelings negatively predict Aad and can independently reduce Ab even in the presence of positive Upbeat Feelings.
3-point scale (not at all, somewhat, very much) or 5-point Likert; three subscales scored separately; subscales averaged; no composite total
Upbeat Feelings — UPB (13 items): active, high-arousal positive emotional responses to the advertisement. 3-point endorsement scale (not at all / somewhat / very much) or 5-point Likert. Items averaged.
Negative Feelings — NEG (10 items): aversive, critical, and dysphoric emotional responses to the advertisement. 3-point endorsement scale or 5-point Likert. Items averaged.
Warm Feelings — WRM (7 items): low-arousal positive emotional responses reflecting empathy, affection, and emotional tenderness. 3-point endorsement scale or 5-point Likert. Items averaged.
Full scale items shown. Always cite the original source when using this scale in research.
The three FTA subscales should be reported separately; do not sum across subscales. The original scale used a simple 3-point endorsement format (not at all / somewhat / very much) rather than a Likert scale; some researchers have adapted to 5-point or 7-point formats — report scale format clearly. The FTA adjective checklist format minimises the cognitive demand of affective reporting during or after ad exposure. The Warm Feelings subscale has overlapping conceptual space with the PAD Pleasure dimension but is distinct in focusing on low-arousal empathic emotions. When studying advertising warm appeals specifically, the Warm subscale is the most theoretically sensitive. In health communication research, Negative Feelings predict defensive avoidance, while Upbeat Feelings predict message engagement.
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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