Key points are not available for this paper at this time.
Abstract This article identifies—and then validates—a set of categories for use in the measurement of affective responses to advertising. Unlike previous categories developed for this purpose, these are first extracted by cluster analysis and then also subjected to formal tests for reliability and for convergent, discriminant, concurrent, and predictive validity.
Batra et al. (Thu,) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: