An eight-item scale measuring the positive emotional uplift a consumer feels after making a decision — specifically the sense of being encouraged, invigorated, heartened, and uplifted, balanced against four reverse-scored items capturing discouragement, disappointment, disheartenment, and feeling let down. The scale captures the net positive emotional consequence of a decision, distinguishing encouraged consumers who feel energised by their choice from those who feel deflated.
Shang, Jen, Americus Reed, Adrian Sargeant, and Kathryn Carpenter (2020). Marketplace donations: The role of moral identity discrepancy and gender. Journal of Marketing Research, 57(2), 375–393.
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