In a shopping process, the consumption environmentcustomers locate in will affect him and he will develop different emotional responses by combining his demand and motives. Laros and Steenkamp (2005) sorted out the recent customer studies that took consumption emotion as a variable and concluded the emotion scales and consumption emotion structures applied by every research: Mehrabian and Russell’s (1974) PAD (pleasure, arousal and dominance) emotion scale, Izard’s (1997)differential emotions scale (DES) and Plutchik’s (1980) eight primary emotion types. After employing these three kinds of representative emotion scales together in the measurement and comparison of consumption shopping,
Machleit (2000) found that the performance of Izard’s (1997) and Plutchik’s (1980) emotion scales were better than Mehrabian and Russell’s (1974) PAD scale, because the former two provided more emotional features and PAD scale could not measure the emotional responses caused by interpersonal interaction sufficiently, even worse to infer customers’ specific emotions clearly. Moreover, Izard’s (1997) and Plutchik’s (1980) emotion scales were divided into positive emotions and negative emotions after factor analysis. Such divisions are same to the results of literature review of Laros and Steenkamp (2005), that is, most literatures studying emotions take positive and negative emotion as the classification standard.