Measuring Emotional Response to Advertising: A Comment on Stout and Leckenby

In a recent article, Stout and Leckenby (1986, hereafter referred to as S&L) discuss measuring emotional response to advertising. The purpose of this comment is to raise two major issues concerning the paper. First, S&L's claim that their research was able to tap three independent dimensions of emotional response is not convincing. Second, their interpretation of the relationships between emotional response and measures of advertising effectiveness is questionable because of their method of analysis.