Comparison of variants of the valence × arousal circumplex-inspired emotion word questionnaire

Product-focused emotion research has been in ascendency for more than a decade, but methodological research into questionnaires, the most popular tool for measuring emotional associations is still needed. The present research was situated in this context and pertained to the valence × arousal circumplex-inspired emotion questionnaire (CEQ) which includes 12 pairs of emotion words. Variants of the CEQ that pertained to response options (single vs. multiple) and layout (circular vs. list) were compared in four consumer studies with a total of 1857 participants. In Studies 1 to 3, the CEQ variant that featured a circular layout and single response format
(C&S) was compared to a list variant with multiple response format (L&M) (i.e., a check-all-that-apply question).
Selection of CEQ emotion word pairs and degree of sample discrimination was contingent on CEQ variant, meaning that conclusions about sample similarities and differences depended on the CEQ variant that was used.
This was also the result in Study 4 where two circular CEQ variants were compared, with single and multiple response formats, respectively. A further important finding was that stimuli format – tasted samples in Studies 1–2 and written stimuli in Studies 3–4 – as well as degree of sample differences influenced the extent to which the results from the CEQ variants differed. Our recommendations at this stage are to be aware that conclusions about sample profiles and discrimination is CEQ variant dependent and avoid directly comparing results from studies that use different CEQ variants. Implementing the CEQ as a multi-response variant is supported since it improves
sample discrimination relative to single response data, particularly for pairs of emotion words that primarily
relate to the dimension of arousal.

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