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affect

With five, seven-point Likert-type items, the scale measures how much a person believes that thinking about his/her discretionary purchases would result in various negative feelings. 

How kind and sociable something appears to be is measured with five, seven-point items.  The scale is flexible for use with people, animals, and objects.

Using five, five-point Likert-type items, the scale measures how much a product conveys the presence of a human being, with an emphasis on social and affective attributes.

With six, seven-point Likert-type items the scale measures a person’s ability to recover from stressful events that are experienced.

With six, nine-point Likert-type items, the scale measures the level of emotional discomfort that was experienced when a stimulus evoked thoughts about one’s morality.

This scale has seven, seven-point Likert-type items that measure the degree to which a person was engaged in the “flow” of an advertisement and felt better because of it.

Five, eleven-point items are used to measure how much a person felt a sense of “going against the flow” by doing something different and experiencing resistance against someone or something in a particular situation.  

The scale measures the degree to which a person liked a particular experience he/she had.  Versions with two and four items are described.

How much a person liked a particular experience and thought it was fun is measured in this scale with four, nine-point items.

Using five, nine-point Likert-type items, the scale measures a person’s emotional involvement in an advertisement.