Behavioral Activation System

What it measures

A five-item trait measure assessing individual differences in the sensitivity of the behavioral activation system — the neuropsychological system thought to regulate approach motivation and positive affective responses to reward-related cues. High scorers experience strong excitement and energetic engagement when anticipating or obtaining rewards. Grounded in Gray's (1990) neuropsychological theory of motivation, the BAS scale has been widely applied in consumer research to examine approach-oriented responses to promotional incentives, product desire, and impulsive behaviour.

Representative items

• When I get something I want, I feel excited and energized.
• When I see an opportunity for something I like, I get excited right away.

Citation

Carver, Charles S. and Teri L. White (1994). Behavioral inhibition, behavioral activation, and affective responses to impending reward and punishment: The BIS/BAS scales. Journal of Personality and Social Psychology, 67(2), 319–333.