Emotion & Affect Scales

51 validated scales · all free to use

Scales for measuring emotional and affective responses in consumption contexts. The domain covers general affective evaluation of stimuli, positive and negative affect, hedonic pleasure, perceived fun, and discrete emotions including anger, disgust, shame, guilt, anxiety and excitement. It also includes anticipated emotions, warm glow from prosocial behaviour, and psychological discomfort and dissonance measures. Many entries are short state measures designed for experimental studies, which makes them practical as manipulation checks or mediators. For trait-level emotion and broader affect schedules such as PANAS and the PAD Emotional State Scale, see Personality & Affective Psychology and Social & Cultural Psychology.

Filter and compare these scales in the interactive search →

Other Marketing domains

All Emotion & Affect scales (A–Z)

A

• Affective Response (Positive) (AR)Brief, A. P., & Webster, J. · 1988 · 4 items · α .81
• Affective Stimulus Evaluation (General) (ASEG)Kim, J., Allen, C. T., & Kardes, F. R. · 1996 · 3 items · α .95
• Anger Emotional State (DES II) (AESDII)Allen, C. T., Machleit, K. A., & Kleine, S. S. · 1992 · 5 items · α .89
• Anxiety (ANX)Lovibond, P. F., & Lovibond, S. H. · 1995 · 7 items · α .86
• Arousal (ARO)Faseur, T., & Geuens, M. · 2006 · 4 items · α .89
• Arousal (Positive) (ARO)Sheldon, K. M., & Kasser, T. · 2001 · 3 items · α .88
• Attention to the Webpage (ATTW)Geissler, G. L., & Watson, R. T. · 2006 · 6 items · α .83
• Attitude Toward Touching (ATT)Peck, J., & Wiggins, J. · 2006 · 3 items · α .94

C

• Choice Heuristic (CH)Darke, P. R., Chattopadhyay, A., & Ashworth, L. · 2006 · 4 items · α .91
• Consumption Shame Affect (CSA)Richins, M. L. · 1997 · 3 items · α .85

D

• Demotion (Customer Status) (DEM)Wagner, T. T., & Rudolph, T. · 2009 · 4 items · α .92
• Disgust (DIS)Argo, J. J., & Morales, A. C. · 2006 · 5 items · α .86
• Disgust Toward Object (DISG)Shimp, T. A., & Stuart, E. W. · 2004 · 4 items · α .90

E

• Enjoyment (Expected) (ENJ)Miller, E. G. · 2008 · 4 items · α .92
• EnvyWies, S., Bleier, A., & Edeling, A. · 2023 · 5 items · α 0.90
• Experiential FunOh, T. T., & Pham, M. T. · 2022 · 3 items · α 0.95 (Study 2); 0.93 (Study 3)
• Experiential HappinessOh, T. T., & Pham, M. T. · 2022 · 3 items · α 0.90

F

• FlatteryHess, N.J., Kelley, C.M., Scott, M.L., Mende, M., & Schumann, J.H. · 2020 · 3 items · α 0.94

G

• Gender Identity (Communal) (GI)Bakan, D. · 1966 · 5 items · α .80
• Gender Identity (Femininity) (GI)Barak, B. · 1985 · 21 items · α .85
• Gratitude (GRA)McCullough, Michael E., Robert A. Emmons, and Jo-Ann Tsang · 2002 · 3 items · α .94
• GratitudeChang, C. · 2020 · 3 items · α 0.97

H

• Hedonic Attitude Toward Product/Brand (HAPB)Voss, K. E., Spangenberg, E. R., & Grohmann, B. · 2003 · 5 items · α .95
• Hedonic Consumption Pleasure (HCP)Nowlis, S. M., & Shiv, B. · 2005 · 5 items · α .88
• Hyperopia (HYP)Haws, K. L., & Poynor, C. · 2008 · 7 items · α .85

L

• Liberation (Psychological)Oh, T. T., & Pham, M. T. · 2022 · 4 items · α 0.93 (Study 2)

M

• Momentary Affect During Product EvaluationChang, H.H., Mukherjee, A., & Chattopadhyay, A. · 2023 · 4 items · α 0.87-0.93
• MoodTu, L. L., Kwon, J., & Gao, H. · 2022 · 5 items · α 0.82 (Study 2)
• Mood (General) (MOO)Cox, A. D., & Zimet, G. · 2006 · 3 items · α .84
• Mood Monitoring (MM)Arnold, M. J., & Reynolds, K. E. · 2009 · 5 items · α .89
• Moral Appropriateness of Continuing the EmotionLin, S. C., Reich, T., & Kreps, T. A. · 2023 · 4 items · α 0.91 (Study 1); .90 or above for context-specific variations in other studies

N

• Need For Emotion (NFE)Kidwell, B. D., & Childers, T. L. · 2008 · 12 items · α .92
• Negative Affective Reaction to a StimulusSilverman, J. & Barasch, A. · 2023 · 4 items · α 0.94-0.97

P

• Perceived Fun (PFUN)Dabholkar, P. · 1994 · 4 items · α .84
• Positive Anticipatory FeelingsMukherjee, A., Smith, R.J., & Burton, S. · 2023 · 3 items · α 0.93-0.98
• Post-Exposure Negative Affect (PENA)Elliot, A. J., & Devine, P. G. · 1994 · 4 items · α .88
• Product Usage Affect (Anticipated)Lin, Y., MacInnis, D.J., & Eisingerich, A.B. · 2020 · 8 items · α 0.83-0.91
• Product Usage Outcomes (Positive) (PUO)Grube, J. W., & Morgan, M. · 1995 · 8 items · α .89
• Psychological Discomfort (PSDIS)Elliot, A. J., & Devine, P. G. · 1994 · 3 items · α .85

R

• Rapport with Employee (RWE)Gremler, D. D., & Gwinner, K. P. · 2000 · 4 items · α .97
• Regret (Anticipated Inaction to the Sale)Mead, J.A., Richerson, R., & Li, W. · 2020 · 4 items · α 0.93

S

• Social WorthTezer, A., & Bodur, H.O. · 2020 · 3 items · α 0.91-0.95
• State Boredom During an ExperienceLieberman, A., Morales, A. C., & Amir, O. · 2022 · 3 items · α 0.85, 0.83, 0.90 across pretests
• State ShameHasford, J., Kidwell, B., Hardesty, D. M., & Farmer, A. · 2022 · 4 items · α 0.95
• Stress (Environmental)Mittal, C., Griskevicius, V., & Haws, K.L. · 2020 · 5 items · α 0.88
• Sympathy (SYM)Batson, C. D., & Vanderplas, M. · 1983 · 2 items · α .93

T

• Trust (Interpersonal) (TRU)Grayson, K. D. · 2008 · 7 items · α .93

W

• Warm Glow from Being AltruisticChang, C.T., & Chu, X.Y. · 2020 · 5 items · α 0.95
• Warm Glow from Doing Something GoodChang, C.T., & Chu, X.Y. · 2020 · 4 items · α 0.93-0.94
• Warm Glow from Using the ObjectTezer, A., & Bodur, H.O. · 2020 · 4 items · α 0.90-0.96
• Weather's Effect on Mood (Positive)Chang, C.T., & Chu, X.Y. · 2020 · 3 items · α 0.95