The scale measures how happy and excited a person feels in the moment while anticipating a future object or event. Mukherjee, Smith, and Burton (2023) used it across two studies and a pilot test; the items appear to be the authors' own, drawing on concepts from prior anticipation research.
0-100 slider scale (e.g., Not at all to Extremely Happy/Excited/Enthusiastic)
Full scale items shown. Always cite the original source when using this scale in research.
Reliability was very high: α = .98 (Study 1), α = .98 (Study 2), and α = .93 (Study 3 pilot) (Mukherjee, Smith, and Burton 2023, pp. 555, 558, 561). AVE was notably high in Studies 1 and 2 (.94 and .95 respectively, p. 567), offering good support for the scale's validity; validity was not otherwise formally discussed. The blank in each item should be filled with a phrase describing the anticipated object or event (e.g., "getting the preordered product").
Mukherjee, Amaradri, Ronn J. Smith, and Scot Burton (2023), "The Effect of Positive Anticipatory Utility on Product Pre‑order Evaluations and Choices," Journal of the Academy of Marketing Science, 51 (3), 551–569.
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