An eight-item unipolar scale measuring momentary feelings of fear, tension, and stress in response to a specific stimulus or situation. The scale includes both positive-keyed anxiety indicators and three reverse-scored items reflecting comfort and relaxation, providing a balanced assessment of the anxiety-to-calm continuum. Originally developed for advertising research, the scale has been used across diverse consumer contexts in which anxiety is induced by the experimental stimuli or manipulated through message framing.
Maheswaran, Durairaj and Joan Meyers-Levy (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 27 (August), 361–367.
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