Attitude envers une parodie

Attitude Towards a Parody – 7-point Likert scale

• I like/dislike it;
• I feel positive/negative about it;
• Favorable/unfavorabe about it;
• I feel good/bad about it.

Holbook, M.B., and Betra,R.(1987), “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising.” Journal of Consumer Research 14,3: 404-420