The scale measures how strongly a person experienced negative emotional reactions while viewing a particular advertisement. Liang, Wu, Su, and Jin (2023) used it in Study 1; the items were taken from a scale used by Sengupta and Dahl (2008).
7-point scale (Not at all (1) to Extremely (7))
Full scale items shown. Always cite the original source when using this scale in research.
Based on data from 341 MTurk participants in the U.S. and Canada, the scale showed strong reliability (α = .90; Liang et al. 2023, p. 427). Validity was not separately discussed. Note: the four items were taken from the scale used by Sengupta and Dahl (2008, p. 71) rather than newly created by Liang et al. (2023); the introductory question preceding the items was not stated in the article and is inferred from wording used in both Liang et al. (2023) and Sengupta and Dahl (2008, p. 71).
Liang, Yongheng, Xiaoyue Wu, Yi Su, and Liyin Jin (2023), "Consumer Response Toward Sexual Advertisements in the Context of Access-Based Consumption," Journal of Advertising, 52 (3), 423-438.
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