Positive and Negative Affect Schedule – Consumer Version

What it measures

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.

Representative items

• Active (PA)
• Excited (PA)
• Enthusiastic (PA)
• Inspired (PA)
• Interested (PA)

Citation

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.