{"id":175489,"date":"2026-06-10T17:39:38","date_gmt":"2026-06-10T17:39:38","guid":{"rendered":"https:\/\/digitionary.com\/dictionnaire\/mehrabian-and-russell-pad-scale\/"},"modified":"2026-06-11T12:52:20","modified_gmt":"2026-06-11T12:52:20","slug":"mehrabian-and-russell-pad-scale","status":"publish","type":"dictionnaire-dico","link":"https:\/\/digitionary.com\/en\/dictionnaire\/mehrabian-and-russell-pad-scale\/","title":{"rendered":"Mehrabian and Russell PAD scale"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The PAD scale, developed in 1974 by Albert Mehrabian and James Russell, is a tool for analyzing an individual&#8217;s emotional reactions to their environment across three dimensions: pleasure, arousal, and dominance. This scale consists of 18 items in the form of semantic differentials, with 6 for each dimension, evaluating a range from +4 to -4. Christian Derbaix and Ingrid Poncin highlight the common use of 18 semantic differentials, with 6 for each dimension, to implement the PAD. Some have also used the &#8220;circumcomplex model&#8221; to represent various emotions, focusing on pleasure and arousal. Furthermore, the Affect Grid, developed by Russell, Weiss, and Mendelsohn in 1989, offers a rapid method for assessing affect along the &#8220;pleasure-displeasure&#8221; and &#8220;arousal\/arousal-apathy\/deactivation&#8221; axes. This grid allows the respondent to rate the intensity of pleasure or displeasure horizontally and arousal vertically across nine levels ranging from high arousal to total apathy, for a total of 81 possibilities. This approach is particularly well-suited for capturing an overall reaction to a stimulus in a single instance, but it is not appropriate for continuous recording or repeated measurements at different points during the same consumption or exposure episode due to its complexity.<\/p>\n","protected":false},"template":"","categories-glossary":[344],"class_list":["post-175489","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-market-research-panels"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/175489","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=175489"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=175489"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}