Scales

Ad Hedonic Affect Evaluation (AHAE)

Comprehensive academic overview of the Ad Hedonic Affect Evaluation (AHAE) scale developed by Youjae Yi...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad-Evoked Disapproval Affect (AEDA)

A comprehensive psychometric review of the Ad-Evoked Disapproval Affect (AEDA) scale, evaluating consumer avoidance emotions,...

September 16, 2026 • Dr. Mohammed Looti
Scales

Ad-Evoked Approval Affect (AEAA)

The Ad-Evoked Approval Affect (AEAA) scale, developed by Bhat, Leigh, and Wardlow (1998), is a...

September 16, 2026 • Dr. Mohammed Looti
Scales

Hedonic Consumption Pleasure (HCP)

The Hedonic Consumption Pleasure (HCP) scale, developed by Stephen M. Nowlis and Baba Shiv (2005),...

September 16, 2026 • Dr. Mohammed Looti
Scales

Positive Ad Affect (Dutch) (PAAD)

The Positive Ad Affect (Dutch) (PAAD) scale is an 8-item psychometric instrument developed by Moorman,...

September 16, 2026 • Dr. Mohammed Looti
Scales

Negative Ad Affect (Dutch) (NAAD)

Comprehensive academic overview of the Negative Ad Affect (Dutch) (NAAD) scale, developed by Moorman, Neijens,...

September 16, 2026 • Dr. Mohammed Looti
Scales

Talkaholic Scale (TAS)

An exhaustive psychometric overview of the Talkaholic Scale (TAS) developed by McCroskey and Richmond (1993),...

September 16, 2026 • Dr. Mohammed Looti
Scales

Post-Exposure Negative Affect (PENA)

A comprehensive psychometric analysis of the Post-Exposure Negative Affect (PENA) scale, developed by Elliot and...

September 16, 2026 • Dr. Mohammed Looti