The Evaluative Space Grid: A Single-Item Measure of Positivity and Negativity

Cognition and Emotion, Vol. 23, pp. 453-480

22 Pages Posted: 18 Feb 2010 Last revised: 19 Feb 2011

See all articles by Jeff T. Larsen

Jeff T. Larsen

Texas Tech University

Catherine Norris

Dartmouth College

A. Peter McGraw

University of Colorado at Boulder - Department of Marketing

Louise C. Hawkley

University of Chicago

John T. Cacioppo

University of Chicago - Department of Psychology

Date Written: 2009

Abstract

The authors introduce the evaluative space grid (ESG), a two-dimensional grid that provides a single-item measure of positivity and negativity. In Study 1, ESG ratings of gamble outcomes were highly correlated with those obtained from conventional, less-efficient, unipolar measures, thus providing evidence for the grid’s convergent validity. In Study 2, participants rated their moment-by-moment evaluative reactions to gamble outcomes with the grid every 100 ms; results replicated earlier findings that some outcomes elicit only positivity or negativity whereas others simultaneously elicit positivity and negativity. In Studies 3 and 4, the difference between the grid’s positive and negative ratings of several types of stimuli and bipolar valence ratings were highly correlated, thus demonstrating the grid’s generalisability and predictive validity. Study 4 also showed that ESG ratings predicted facial electromyographic activity, particularly in tasks involving strongly affective stimuli. Taken together, results indicate that the grid provides efficient, valid indices of positivity and negativity.

Suggested Citation

Larsen, Jeff T. and Norris, Catherine and McGraw, A. Peter and Hawkley, Louise C. and Cacioppo, John T., The Evaluative Space Grid: A Single-Item Measure of Positivity and Negativity (2009). Cognition and Emotion, Vol. 23, pp. 453-480, Available at SSRN: https://ssrn.com/abstract=1554057

Jeff T. Larsen

Texas Tech University ( email )

2500 Broadway
Lubbock, TX 79409
United States

Catherine Norris

Dartmouth College

Department of Sociology
Hanover, NH 03755
United States

A. Peter McGraw (Contact Author)

University of Colorado at Boulder - Department of Marketing ( email )

United States

Louise C. Hawkley

University of Chicago

1101 East 58th Street
Chicago, IL 60637
United States

John T. Cacioppo

University of Chicago - Department of Psychology ( email )

5848 S. University Avenue
Chicago, IL 60637
United States

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