Measuring emotions in the consumption experience

Although consumption-related emotions have been studied with increasing frequency in consumer behavior, issues concerning the appropriate way to measure these emotions remain unresolved. This article reviews the emotion measures currently used in consumer research and the theories on which they are based; it concludes that the existing measures are unsuited for the purpose of measuring consumption-related emotions. The article describes six empirical studies that assess the domain of consumption-related emotions, that identify an appropriate set of consumption emotion descriptors (the CES), and that compare the usefulness of this descriptor set with the usefulness of other measures in assessing consumption-related emotions.