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When a car makes you smile: Development and application of an instrument to measure product emotions

A murb'ed feed, posted about 13 years ago filed in communication, emotion, speech, marketing, imported, citeulike, evaluate, measurement & rating.

This article introduces a single-item scale, the Affect Grid, designed as a quick means of assessing affect along the dimensions of pleasure-displeasure and arousal-sleepiness. The Affect Grid is potentially suitable for any study that requires judgments about affect of either a descriptive or a subjective kind. The scale was shown to have adequate reliability, convergent validity, and discriminant validity in 4 studies in which college students used the Affect Grid to describe (a) their current mood, (b) the meaning of emotion-related words, and (c) the feelings conveyed by facial expressions. Other studies (e.g., J. Snodgrass et al; see record 1989-13842-001) are cited to illustrate the potential uses of the Affect Grid as a measure of mood. (PsycINFO Database Record (c) 2007 APA, all rights reserved)…

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