Emotional Reaction (Negative)

ERA person’s emotional reaction to some stimulus with an emphasis on several “negative” feelings

6 items 1995 α .92 Free Moore, D. J., Harris, W. D., & Chen, H. C.

What it measures

A five-item unipolar scale designed to measure a person’s emotional reaction to some stimulus with an emphasis on several “negative” feelings.

Citation

Moore, D. J., Harris, W. D., & Chen, H. C. (1995). Affect intensity: An individual difference response to advertising appeals. Journal of Consumer Research, 22(2), 154–164.

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