1 <h5>Introduction</h5> Over the last two decades, affect has taken hold as a key explanatory construct in the field of consumer behavior. A growing stream of research shows that affective reactions are generated in response to the purchase environment (e.g., Yoo et al., 1998 ), consumption of products and services (e.g., Oliver, 1994 ), and marketing mix variables such as advertisements (e.g., Aaker et al., 1988 ). These affective responses have been shown to influence attitudes, evaluations, and behavior (e.g., Burke and Edell, 1989 ). As the importance and influence of affect become more recognized in consumer research, the next challenge is to develop more appropriate and context-relevant measurement instruments to capture the specific affective reactions elicited by consumption activities and marketing stimuli. Efforts to develop affect measures specific to the domain of consumer research have resulted in instruments that measure affective responses to advertising (e.g., Edell and Burke, 1987 ) and consumption activities (Richins, 1997) . These instruments are effective in measuring affect in their specific domain of interest. However, these instruments may not provide the best measure of affective response in all consumer contexts. For example, affective response to consumer promotion activities—“action-focused marketing events whose purpose
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