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The Marketing Scales website is a gold mine of information.  It is the only source that helps me understand the psychometric quality of the instruments used in past research.  I recommend that researchers bookmark this site . . . they will be back!
Bob Moritz
Marshfield Clinic Research Foundation

Affective Response to the Ad (Disapproval)

The scale is composed of ten, semantic differential phrases measuring a person's reaction to an ad he/she has been exposed to with the emphasis on the negative types of feelings that were experienced.