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 instrument and assess the resulting dimensionality and discriminating ability of the proposed scale. Results indicate that the 28-item PAS is a parsimonious and effective measurement tool of the affect produced by a sales promotion. This research contributes towards a better theoretical understanding of the consumer affect resulting from promotional purchase and provides a readily usable measurement instrument for theoretical researchers and marketing practitioners.