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