Captures a person's general evaluative response toward a logo using three bipolar adjective pairs. Items reflect the classic good–bad evaluative dimension commonly used in attitude research. Although developed for logos, the item phrasing is generic enough to apply to a range of attitude objects.
5-point semantic differential bipolar pairs
Full scale items shown. Always cite the original source when using this scale in research.
Used in Study 3 (n = 127) of Vermeulen and Beukeboom (2016). Source of the scale not stated; item phrasing mirrors standard evaluative attitude bipolar pairs used across advertising and brand research. Uses a 5-point rather than the more common 7-point response format. Note: the companion Slogan Attitude scale uses identical items with the same source paper.
Vermeulen, I., & Beukeboom, C.J. (2016). Effects of music in advertising: Three experiments replicating single-exposure musical conditioning of consumer choice (Gorn 1982) in an individual setting. Journal of Advertising, 45(1), 53–61.
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