An examination of free elicitation and response scale measures of feelings and judgments evoked by television advertisements

Recent research has examined the role of feelings and judgments evoked by television advertisements through the use of large batteries of rating scales. In this study, free elicitations of feelings and judgments about ads are compared to scale responses. Some potential problems pertaining to the use of large batteries of items to measure feelings and judgments are illustrated, and complementary aspects of the two measurement approaches suggest some advantages of the concurrent use of both in gauging responses to ads. Results across both approaches confirm the importance of assessing feelings in models of the antecedents of attitude toward the ad and suggest that feelings explain about as much variance in Aad as do judgments.