The Promotion Affect Scale: Defining the Affective Dimensions of Promotion

This article examines the psychometric properties of consumer affect that is produced by a sales promotion offer, e.g., price discount, coupon redemption, free gift, etc. Building from the existing sales promotion and emotion literature, we propose a new 28-item scale instrument, the Promotion Affect Scale (PAS), which measures affective response to promotion. Five phases of data collection are reported, which systematically refine the...