The PANAS adapted for state affect measurement in consumer and retail contexts — used to capture the immediate emotional response to shopping environments, product encounters, service experiences, or advertising. State PA and NA are key mediators in the retail atmosphere -> satisfaction -> behaviour chain. The brief, validated nature of PANAS makes it ideal for intercept surveys and experimental consumer research.
Likert (1–5, very slightly or not at all to extremely) — rate how you feel right now / in this moment
Positive Affect — rate the extent you feel each emotion right now / during the past week (Likert 1–5, very slightly or not at all to extremely)
Negative Affect
Full scale items shown. Always cite the original source when using this scale in research.
Instruct respondents to rate 'how you feel right now' or 'how you felt during your visit'. Two subscale scores. Widely used in retail atmosphere, servicescape, and hedonic consumption research. The state version is particularly appropriate for post-experience surveys. Positive affect in retail settings predicts impulse buying, time in store, and return intention.
Watson, D., Clark, L.A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The PANAS scales. Journal of Personality and Social Psychology, 54(6), 1063–1070.
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