Measuring Emotional Response to Advertising: A Comment on Stout and Leckenby
本文评论了Stout和Leckenby关于广告情感反应测量的研究，指出其声称的三个独立情感维度缺乏说服力，且因分析方法问题，对情感反应与广告效果关系的解释存疑。
Abstract In a recent article, Stout and Leckenby (1986, hereafter referred to as S&L) discuss measuring emotional response to advertising. The purpose of this comment is to raise two major issues concerning the paper. First, S&L's claim that their research was able to tap three independent dimensions of emotional response is not convincing. Second, their interpretation of the relationships between emotional response and measures of advertising effectiveness is questionable because of their method of analysis.