Emotional Reaction (Negative)

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.

Response format

7-point unipolar scale

Scale items

• alarmed
• angry
• frightened
• worried
• sad
• fearful

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

Usage notes & scoring

Reported alpha coefficients range from .89 to .92 across samples or studies. Convergent and discriminant validity evidence was provided by the original authors. Items capture negative emotional reaction to advertising stimuli in the context of affect intensity research. Originally attributed to Moore (1997, personal correspondence); correct source confirmed as Moore, Harris & Chen (1995).

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.

Keywords