The affective states experienced by consumers in stores are numerous, heterogeneous and specific. In order to measure them, most researchers use Anglo-Saxon psychological measurement scales. However, these carry several limitations and are ill-suited to the retail environment. The purpose of this research was to create a scale with which to measure the emotions experienced in retail outlets. Following a brief analysis of the literature on affective states and the measurement thereof, we turn our attention to the emotions experienced in-store by consumers. We then use a qualitative phase and two quantitative studies to propose a six-dimensional measurement scale (well-being, escapism, nervousness, pleasure, calm and constriction) that has been adapted to the retail environment. The reliability and convergent, discriminant and predictive validity of the scale are all wholly satisfactory.
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