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Re-investigating Consumption-related Emotions Scales: Some Initial Findings

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Authors
Butcher, Luke
Phau, Ian
Marchegiani, Chris
Date
2012
Type
Conference Paper

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Butcher, L. and Phau, I. and Marchegiani, C. 2012. Re-investigating Consumption-related Emotions Scales: Some Initial Findings, in Bogomolova, S. and Lee, R. and Romaniuk, J. (ed), Australian and New Zealand Marketing Academy Conference, Dec 3-5 2012. Adelaide, South Australia: Australian and New Zealand Marketing Academy.
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ANZMAC 2012 Proceedings
Source Conference
ANZMAC 2012
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Abstract

This study adapts and tests items from prominent and widely adopted consumer-related emotions measures and proposes a set of items which capture emotions towards a product shown in an advertisement prior to consumption, whilst addressing some of the methodological concerns of these previous measures. The final scale contains 23 emotion items loading on four factors; Positive, Negative, Skepticism, and Un-stimulated. This provides a contrasting perspective to the hierarchical approach to consumer-related emotions adopted by many scholars.