Affective Place Evaluation

What it measures

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.

Response Format

7-point scale (strongly disagree (1) to strongly agree (7))

Representative items

• I feel content in this place.
• I feel relaxed in this place.

Citation

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.

Keywords