Arousal

What it measures

A four-item unipolar scale designed to measure the level of arousal evoked by a particular stimulus.

Response format

7-point unipolar scale

Scale items

• calmness (r)
• enthusiasm
• action
• energy

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

Usage notes & scoring

Internal consistency (alpha = .89) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Faseur, Tine and Maggie Geuens (2006), “Different Positive Feelings Leading to Different Ad Evaluations: The Case of Coziness, Excitement, and Romance,” Journal of Advertising, 35 (Winter), 129-142.

Keywords