This scale measures a person's current mood, ranging from sad and unhappy at one end to cheerful and happy at the other, using five bipolar adjective pairs. Tu, Kwon, and Gao (2022) used it in Study 2, with 230 undergraduates at a large private U.S. university, as part of research on how power distance belief shapes responses to cognitive versus affective appeals in education marketing. The items come from Pham (1998).
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .82 in Study 2 (Tu, Kwon, and Gao 2022, p. 179); validity was not discussed. A seven-point response format was used (Web Appendix G); the instructions were not reported, and a simple stem such as 'Please indicate your current state using the feelings described below' would suit. QC note: the items are reused essentially verbatim from Pham's (1998) widely cited mood measure, with reliability drawn from the focal paper's own administration, consistent with the seminal-instrument exception; Pham (1998) is recorded as a full second reference. See also Mood (General), IDs 1599 and 1600.
Tu, Lingjiang Lora, JaeHwan Kwon, and Huachao Gao (2022), "Heart or Mind? The Impact of Power Distance Belief on the Persuasiveness of Cognitive Versus Affective Appeals in Education Marketing Messages," Journal of Marketing Research, 59 (1), 173-190.
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