Affect Toward the Store

What it measures

A multiple-item Likert-type scale designed to measure the intensity of a customer's positive feelings towards a certain store.

Response format

7-point Likert scale

Scale items

• I love this store.
• I feel good when I shop at this store.
• I enjoy my visits at this store.
• This store puts me in a good mood.
• This store makes me happy.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Convergent and discriminant validity evidence was provided by the original authors.

Citation

Berscheid, Ellen (1983), “Emotion in Close Relationships,” in Close Relationships, Kelly H.

Keywords