CASC - A scale for measuring emotional and rational responses to advertising

This paper introduces a scale that attempts to measure multidimensional elements of emotional and rational responses to advertising based upon the "triune" theory of the brain. The scale is validated using multiple samples of individuals and 240 advertisements. Reliabilities and dimensions are replicated across different subjects, different ads, different media and using both individuals and advertisements as the units of analysis. The predictive validity of the scale is also tested against traditional measures of advertising effectiveness. A sixteen item scale emerges that measures advertising responses in terms of reptilian, prosocial, individualistic and analytic dimensions.