In my survey, I asked the type of emotions felt by respondants during an event (positive & negative); 4 adjectives/type (Happy, satisfied, excited, dynamic & bored, angry, annoyed, asleep) with a likert scale of 5. Now, I'm confuse about how I should use them in spss. I thought about calculating the mean per type of emotions and therefore have 2 items for emotions; since I don't think its logical to combine positive and negative emotions. But I also read online about negative (reverse) items and that they need to be recoded. I would like to know if this is my case too?
Thanks in advance!
I would like to see if emotions felt during the event, information about the brand and compatibility between event and brand are factors influencing positive image transfer from the event to the brand.
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