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.
7-point Likert
Full scale items shown. Always cite the original source when using this scale in research.
Single alpha: α = .81 — Shang et al. (2020, Study 3; n = 554 MTurk). VALIDITY: Not reported. Four items are reverse-scored (discouraged, disappointed, disheartened, let down). Items are single-word unipolar emotion descriptors. Response format not specified — researchers should report the scale used. Applied in a donation decision context; broader applicability to any post-decision affective state where encouragement vs. discouragement is the outcome of interest.
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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