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