A three-item unipolar scale measuring the intensity of passionate and intensely positive emotional feelings a consumer has toward a brand. Items are single emotion descriptors capturing captivation, delight, and passion — emotions that characterise a deep affective bond with a brand rather than a merely favourable attitude. Originally conceived as one of three dimensions of the emotional brand attachment construct, the passion subscale reflects the most intense affective connection a consumer can hold toward a brand.
5-point unipolar scale
Full scale items shown. Always cite the original source when using this scale in research.
Two reliability estimates: α = .83 (Study 1) and α = .82 (Study 2) — Malär et al. (2011, Journal of Marketing 75(4), 35–52), who used the scale as developed by Thomson, MacInnis & Park (2005). VALIDITY: Malär et al. (2011) reported evidence of convergent and discriminant validity; AVE = .61 in both studies. Response scale uses 5 points with 'strongly disagree' and 'strongly agree' as extreme anchors. Items are single words — this format is appropriate for unipolar affect measures but researchers should consider whether their sample will interpret single-word items consistently. NOTE: Passion is one of three first-order factors in the Thomson et al. (2005) brand attachment model; companion subscales are Affection and Connection. This scale focuses exclusively on the high-intensity passionate dimension.
Thomson, Matthew, Deborah J. MacInnis, and C. Whan Park (2005). The ties that bind: Measuring the strength of consumers' emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.
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