Table 9.

Affective attitude toward the offer

Measure		Attitude toward the offer (affective)
Scale type		Seven-point semantic differential
Question posed		When I see the offer presented in the advertisement, I feel:
Response options
Original items		Items adapted for this research
Negative option	Positive option	Negative option	Positive option
Sad	Delighted	Annoyed	Happy
Annoyed	Happy	Tense	Calm
Tense	Calm	Disgusted	Acceptance
Bored	Excited	Sorrow	Joy
Angry		Relaxed
Disgusted		Acceptance
Sorrow		Joy

Note: Items derived from the work of Crites et al. (1994); Spence and Townsend (2006)