Negative Ad Affect (Dutch)

What it measures

Five items assess negative emotional reactions—including anger, agitation, annoyance, disturbance, and sadness—in response to an advertisement.

Response format

7-point Likert (likely 1=not at all, 7=extremely)

Scale items

• anger
• agitation
• annoying
• disturbing
• sadness

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

Usage notes & scoring

Items shown are abbreviated English translations of Dutch-language originals; verify equivalence before using in English-language studies. Alpha of .81 reported. Companion positive affect subscale uses the same format.

Recommended companion scales

Citation

Moorman, M., Neijens, P. C., & Smit, E. G. (2002). The effects of magazine-induced psychological responses and thematic congruence on memory and attitude toward the ad in a real-life setting. Journal of Advertising, 31(4), 27–39.

Keywords