Affective Response (Positive)
The scale is composed of multiple, five-point descriptors measuring one's overall positive emotional reaction to some stimulus.
View ArticleAffective Response (Positive)
Five, seven-point semantic differentials are used to measure a person's description of an emotional reaction to some stimulus with an emphasis on the most intense pleasurable feelings, e.g., de
View ArticleAttachment to the Brand (Passion)
Three, five-point unipolar items are used in this scale to measure how much a consumer has intense positive feelings about a brand.
View ArticleAbsorption Disposition
Seven, seven-point Likert-type items are used to measure the degree to which a person becomes immersed in his/her mental imagery.
View ArticleDelight
The degree to which a person has an emotional response to a stimulus which results from feelings of surprise and joy is measured with five, seven-point items.
View ArticleAffect Toward Receiving the Refund
Three, seven-point Likert-type items are used to measure a person’s expectation that if a particular refund was received, he/she would feel good.
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