Three items from the Consumption Emotion Set (CES) capture shame-related negative affect arising from a consumption experience. The items tap the emotional states of embarrassment, shame, and humiliation. The scale has been used with both possession-related and performance-related contexts by adapting the stem to specify the consumption reference point.
4-point intensity scale (1=not at all, 2=a little, 3=moderately, 4=strongly); alternatively 7-point (1=not at all, 7=very much so)
Full scale items shown. Always cite the original source when using this scale in research.
Alphas of .82 and .85 were reported for Studies 4 and 5 in the original CES development. Laverie, Kleine, and Kleine (2002) used two versions: one concerning possession-related pride and one for performance-related pride, with AVEs of .80 and .81 respectively; individual alphas were not reported. Items can be used with a 4-point or 7-point response scale depending on the context.
Richins, M. L. (1997). Measuring emotions in the consumption experience. Journal of Consumer Research, 24(2), 127–146.
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