Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence. The book includes a number of measures that have been used in several studies. The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity. This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.

Reactions to Marketing Stimuli

Reactions to marketing stimuli

Measures Related to Ad Emotions and Ad Content

Feelings toward Ads

(Edell and Burke 1987)


Feelings toward the ad are felt to be composed of both positive affective feelings toward a given ad and negative affective feelings toward a given ad. Furthermore, positive affective feelings are composed of “warm” and “upbeat” feelings toward the ad. These feelings affect both attitude toward the ad and attitude toward the brand (Edell and Burke 1987).


The feelings toward the ad scales were originally composed of 65 items composing three subdimensions: upbeat feelings (32 items), warm feelings (13 items), and negative feelings (20 items). A 52-item version of the scale was also used in Edell and Burke's Study 2, where 26, 14, and 12 items were ...

  • Loading...
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles