Measures a person's general evaluative response toward an advertising slogan using three bipolar adjective pairs. Items capture the classic good–bad evaluative dimension of attitudes. The scale shares identical item wording with the companion Logo Attitude scale from the same paper, making it usable across diverse advertising stimulus types.
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). Identical item wording to the companion Logo Attitude scale from the same study — both scales use the standard evaluative bipolar pairs with a 5-point format. Alpha = .92. Usable for any advertising linguistic element (slogans, taglines, headlines).
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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