The scale measures the emotions a person anticipates feeling from future use of a product, rather than their current attitude toward it — spanning both positive states (happy, excited, delighted) and negative ones (disappointed, regretful, upset). Developed to test how anticipated affect, particularly the interplay of anxiety and hope, shapes adoption of new products.
7-point Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Lin, MacInnis, and Eisingerich (2020), who refer to the construct as affective forecasts, used the scale across two studies; source not stated. Reliability was good to strong (α = .83–.91). Though not explicitly framed as validity testing, some supporting evidence was reported in the web appendix.
Lin, Y., MacInnis, D.J., & Eisingerich, A.B. (2020). Strong Anxiety Boosts New Product Adoption When Hope Is Also Strong. Journal of Marketing, 84(5), 60-78.
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