Measuring affective reactions induced by social campaigns : complementary and convergence of Iconic and verbal Measures
(2012) Recherche et Applications en Marketing — Vol. 27, n° 2, p. 71-90 (2012)
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- Abstract
- This research note demonstrates the complementarity and convergence of verbal and iconic measurement scales of affective reactions induced by commercials, to explain the Attitude towards the ad (Aad). Our results illustrate that using two measurement tools instead of only one provides a statistically superior explanation of Aad. When Aad was measured iconically, it was very well explained (R²>0.80) by affective reactions measured both verbally and iconically. Practical implications are highlighted and priorities for future research outlined.
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Citations
Derbaix, C., Poncin, I., Droulers, O., & Roullet, B. (2012). Measuring affective reactions induced by social campaigns : complementary and convergence of Iconic and verbal Measures. Recherche et Applications en Marketing, 27(2), 71-90. https://doi.org/10.1177/205157071202700204 (Original work published 2012)