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Measuring Affective Reactions Induced by Social Campaigns: Complementarity and Convergence of Iconic and Verbal Measures

This research note demonstrates the complementarity and convergence of verbal and iconic measurement scales of affective reactions induced by commercials, to explain the Attitude toward the ad (Aad). Our results illustrate that using two measurement tools instead of only one provides a statistically superior explanation of Aad. When Aad was measured iconically, it was very well explained (R2 > 0.80) by affective reactions measured both verbally and iconically. Practical implications are highlighted and priorities for future research are outlined.