Need for Affect Scale

What it measures

Measures stable individual differences in motivation to seek out versus avoid emotion-arousing experiences. The Approach subscale captures enjoyment of emotional experiences and the belief that emotions enrich life. The Avoidance subscale captures discomfort with intense emotion and preference for emotional neutrality. Need for Affect moderates attitude formation, persuasion, and consumer experience research: high-approach individuals show stronger attitude formation from emotional appeals and greater engagement with narrative advertising. High-avoidance individuals are more persuaded by cognitive and statistical information. NFA complements Need for Cognition — together they profile individuals' approach to information across affective and cognitive channels.

Response format

Likert (1–9, strongly disagree to strongly agree)

Representative items

• I think it is important to explore my feelings. (Approach)
• I prefer to experience strong emotions, even if they are sometimes upsetting. (Approach)
• I try to avoid situations that cause strong emotional reactions in me. (Avoidance)
• Strong emotions are generally good to experience. (Approach)
• I don't like to have strong emotions. (Avoidance)

Usage notes & scoring

Two subscale scores. Approach and Avoidance are only modestly negatively correlated — they are not opposites. Approach NFA predicts stronger attitude formation from emotional information and more positive responses to emotional advertising. Avoidance NFA predicts preference for cognitive appeals and statistical information.

Recommended companion scales

Citation

Maio, G.R., & Esses, V.M. (2001). The need for affect: Individual differences in the motivation to approach or avoid emotions. Personality and Social Psychology Bulletin, 27(5), 583–593.

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