Three bipolar items provide a brief global measure of how favourably a viewer evaluates a television program they have watched. Commonly used as a covariate or control variable in product placement and media research.
Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29(December), 306–318.
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