Captures the emotional tone of anticipation toward a forthcoming event or activity, ranging from excited and eager at one pole to resentful and reluctant at the other. Referred to as 'anticipation utility' by the authors. Used in studies examining how scheduling and planning mindsets affect enjoyment of leisure activities. Directions are typically phrased hypothetically but can be adapted to capture actual pre-event feelings.
7-point rating scale; three positively valenced items and three reverse-scored negatively valenced items
Full scale items shown. Always cite the original source when using this scale in research.
Referred to as 'anticipation utility' in the original article. Alphas were .78, .90, and .88 in Studies 3, 4, and 5 respectively. The hypothetically phrased directions can be rephrased to measure emotions actually experienced prior to the event. Items 4–6 are reverse-scored.
Tonietto, G.N., & Malkoc, S.A. (2016). The calendar mindset: Scheduling takes the fun out and puts the work in. Journal of Marketing Research, 53(6), 922–936.
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