This scale measures how cheerful, content, and relaxed a person feels while in a particular place. Wang and colleagues (2023) used a four-item adaptation of a longer scale to study tourists waiting in line for an aquarium and reef exhibit, examining how affective evaluation shapes event marketing outcomes.
7-point scale (strongly disagree (1) to strongly agree (7))
Full scale items shown. Always cite the original source when using this scale in research.
The scale was reliable (α = .91; Wang et al. 2023, Web Appendix A) with a sample of 340 tourists in the United States. Its average variance extracted was .72, and discriminant validity from three other constructs was supported using the Fornell and Larcker (1981) criterion. The measure retains four of the eight items from a longer affective-evaluation scale, with validity established specifically for this shortened item set.
Wang, Buduo, Angeline Close Scheinbaum, Siyan Li, and Anjala S. Krishen (2023), "How Affective Evaluation and Tourist Type Impact Event Marketing Outcomes: Field Studies in Experiential Marketing," Journal of Advertising, 52 (1), 133-144.
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