CASC - A SCALE FOR MEASURING EMOTIONAL AN D RATIONAL RESPONSES TO ADVERTISING

This paper introduces a scale that attempts to measure multidimensiona l elements of emotional and rational responses to advertising based up on the ''triune'' theory of the brain. The scale is validated using mu ltiple samples of individuals and 240 advertisements. Reliabilities an d dimensions are replicated across different subjects, different ads, different media and using both individuals and advertisements as the u nits of analysis. The predictive validity of the scale is also tested against traditional measures of advertising effectiveness. A sixteen i tem scale emerges that measures advertising responses in terms of rept ilian, prosocial, individualistic and analytic dimensions.