This scale measures how much a consumer believes a luxury brand's attributes appeal to feelings and evoke emotion, such as indulgence and personal expression, rather than technical performance. Xu and Mehta (2022) developed it alongside a functional-essence companion measure to study consumer reactions to AI-designed luxury products.
Response format varied by study (7-point or 9-point scales; anchors detailed in notes)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability reached .80 across all four administrations (α = .81 pilot; .82 in three further studies; Xu and Mehta 2022, p. 1143, Web Appendices A, E, H1). A small validation study found these items rated significantly higher on an emotional-versus-functional-value continuum than the companion functional-essence items, supporting face validity. Response anchors varied across studies: poor (1) to excellent (7) in the pilot, not at all (1) to very much (7) in Experiment 3, and not at all important (1) to very important (9) in the Web Appendix H1 study.
Xu, Lidan and Ravi Mehta (2022), "Technology Devalues Luxury? Exploring Consumer Responses to AI-Designed Luxury Products," Journal of the Academy of Marketing Science, 50 (6), 1135-1152.
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