Atlas200 dimensions
Dimension atlas
All 200 dimensions200 proxy dimensions
D0001purchase intentionpurchase intention measures expressed willingness or plan to buy or try a product or brand. It encompasses tentative interest, future-oriented buying consideration, and explicit commitment to purchase when the need arises.
D0002service satisfactionservice satisfaction measures how positively an expression evaluates a service, provider, or customer experience. It encompasses affective approval, confidence in the provider, and judgments that the service or its benefits are good, high quality, and meet needs.
D0003positive activationpositive activation measures the extent to which an expression conveys energized positive feeling, including enjoyment, excitement, happiness, lightheartedness, and arousal. It encompasses movement from mild positive appraisal or comfort to strongly felt activated positive emotion.
D0004customer orientation: customer intelligencecustomer orientation: customer intelligence measures the extent to which expressions emphasize learning about customer and market needs, identifying valuable customers, and coordinating organizational action to anticipate and serve those needs.
D0005brand meaningbrand meaning measures the extent to which an expression treats a brand as carrying valued qualities, identity signals, or symbolic significance. It encompasses simple positive characterization of a brand as well as stronger emphasis on what the brand represents about people or values.
D0006achievement strivingachievement striving measures a person's drive to take on demanding work, apply sustained effort, persist to completion, and demonstrate strong performance. It encompasses seriousness toward tasks, willingness to learn through challenge, and motivation to do well and be seen as capable.
D0007interpersonal trustinterpersonal trust measures a generalized expectation that other people, partners, or providers are reliable, benign, and likely to do what they say without intending harm. It encompasses confidence in others' dependability, honesty, and good intentions even when knowledge is limited.
D0008ease of useease of use measures how readily an expression portrays a system, feature, service, or institutional process as understandable, learnable, and simple to use. It encompasses both difficulty in figuring out requirements or operation and clear reports that use or learning is easy.
D0009environmental concern: protective engagementenvironmental concern: protective engagement measures the degree to which expressions reflect personal importance placed on environmental protection and willingness to take concrete action to reduce environmental harm, including information seeking, product choices, and extra effort.
D0010impulsive buyingimpulsive buying measures the extent to which expressions center on unplanned, driven, or poorly controlled purchasing and shopping urges. It encompasses low necessity-based shopping, deliberate deal-seeking, and stronger impulses to buy or spend beyond need or means.
D0011healthy eating orientationhealthy eating orientation measures how strongly an expression is organized around food, eating, and the health implications of dietary choices. It encompasses general references to eating and food choice as well as explicit concern with nutrition, calories, weight, and healthier versus unhealthy eating.
D0012relational attachmentrelational attachment measures the degree of felt emotional bond, involvement, and sense of connection or belonging expressed toward a person, group, brand, company, or place. It encompasses simple involvement and relationship strength as well as stronger feelings of closeness, attachment, caring, and belonging.
D0013social media usesocial media use measures the extent to which expressions reflect using social networking platforms to view, post, communicate, or maintain online social connection. It encompasses light platform contact as well as stronger participation in online social activity.
D0014consumer retaliationconsumer retaliation measures the extent to which expressions convey negative reaction toward a company or service provider, ranging from mild dissatisfaction and feedback-oriented response to hostile, punitive, or revenge-seeking intent. It encompasses frustration, forgiveness-related restraint, and desires to cause trouble, inconvenience, or harm in response to a bad experience.
D0015price salienceprice salience measures the extent to which expressions frame evaluation and choice in terms of price, money, worth, and value for money. It encompasses both general references to a good buy and stronger focus on judging products by whether their prices are worth paying.
D0016task efficiency benefittask efficiency benefit measures the extent to which an expression describes a tool, service, or activity as improving task performance through greater speed, productivity, concentration, or reduced effort. It encompasses vague or mixed usefulness claims as well as clear claims of time saving, faster completion, and improved effectiveness.
D0017advertising salienceadvertising salience measures the extent to which an expression is organized around advertising, ads, endorsements, and promoted products as the focal frame of meaning. It encompasses simple mention of promotional material as well as explicit evaluation, persuasion, and purchase-oriented reactions tied to advertising.
D0018social approval pressuresocial approval pressure measures the extent to which an expression frames behavior in terms of expectations, preferences, or approval from important other people. It encompasses perceived encouragement, valued opinions, and felt pressure to do what respected or important others think one should do.
D0019quantitative enumerationquantitative enumeration measures the extent to which an expression is framed around counting, totals, proportions, shares, or other explicit numerical quantification. It encompasses requests for how many, total number, percentage, proportion, or similar quantified amounts across varied subject matter.
D0020credibilitycredibility measures the extent to which an expression presents a person, recommendation, claim, or information source as believable, trustworthy, objective, or convincing. It encompasses judgments that what is presented is reliable and worthy of acceptance.
D0021helpfulnesshelpfulness measures the tendency to be agreeable, cooperative, and willing to assist other people. It encompasses courteous interpersonal conduct, helping with expected duties, and active voluntary aid to others in need.
D0022food palatability evaluationfood palatability evaluation measures how strongly an expression focuses on judging the sensory appeal or anticipated pleasantness of food and drink. It encompasses expected liking, pleasantness, taste quality, smell, and related evaluative reactions to edible products.
D0023financial strain: household budget pressurefinancial strain: household budget pressure measures the degree to which expressions reflect ongoing pressure, uncertainty, and constraint in managing household money, including everyday affordability concerns, precautionary saving driven by insecurity, and difficulty making ends meet.
D0024mental imagery vividnessmental imagery vividness measures how readily and concretely an expression evokes an internal picture or simulation of a described product, scene, situation, or event. It encompasses movement from minimal interactive or usage-oriented engagement to clear imagination of use, and then to vivid, immersive, almost tangible mental representation.
D0025creativitycreativity measures the tendency for expressions to emphasize novelty, originality, and idea generation, including innovation, improvement-oriented suggestions, and creative thinking. It encompasses both applied improvement of products or services and broader self-described originality or divergent ideation.
D0026gift orientationgift orientation measures the extent to which an expression is organized around gifts as salient objects of attention, evaluation, or use. It encompasses references to receiving, consuming, describing, possessing, replacing, or reflecting on a gift and its role.
D0027employer orientationemployer orientation measures how strongly an expression focuses on the employer as an object of evaluation, choice, or relationship. It encompasses references to working for an organization, judging its attractiveness, considering alternatives, and describing one's stance toward employment with it.
D0028banking favorabilitybanking favorability measures the positivity of expressed evaluation, feeling, and enjoyment toward a bank and its services. It encompasses general approval, favorable feelings, and pleasure in being a customer or using banking services.
D0029Islamic finance orientationIslamic finance orientation measures the extent to which an expression reflects favorable orientation toward Islamic banking and financing, including willingness to choose or stay with it, perceived fit, and endorsement of its principles and social value. It encompasses both personal adoption intentions and broader positive evaluation of Islamic financial practices and institutions.
D0030personal controlpersonal control measures the extent to which an expression conveys having choice, influence, or authority over actions, decisions, procedures, or outcomes. It encompasses opportunities to give input, feelings of being in charge, and freedom to determine how things are done.
D0031economic nationalismeconomic nationalism measures endorsement of favoring one's own nation over other nations in economic life, especially through preferring domestic products and viewing foreign economic exchange as harmful or disloyal. It encompasses mild preference for local over global options as well as stronger moralized opposition to buying foreign-made products.
D0032team integrationteam integration measures the extent to which expressions describe coordinated, mutually aware, and collaborative functioning within a group. It encompasses shared understanding, alignment around goals and norms, and working together in ways that combine members' contributions.
D0033decision deliberationdecision deliberation measures the extent to which an expression reflects active consideration, evaluation, and mental engagement in making choices. It encompasses simple reference to choosing, attention to decision features, and more effortful weighing of options, values, difficulty, and alternatives.
D0034household energy managementhousehold energy management measures the extent to which expressions focus on household energy use, energy-saving choices, and beliefs or actions related to managing energy consumption and costs in the home. It encompasses general references to energy reduction as well as specific home practices, purchases, and technologies tied to electricity, heating, and efficiency.
D0035behavioral intentionbehavioral intention measures the expressed intention, plan, or expectation to perform a future action or continue a behavior. It encompasses stated likelihood, planned use or purchase, and commitment to future engagement across varied activities and contexts.
D0036ethical orientationethical orientation measures how strongly an expression engages with moral principles, ethical standards, and judgments about right and wrong conduct. It encompasses both evaluations of ethicality and stated willingness or unwillingness to act dishonestly, unfairly, or in violation of accepted rules.
D0037physical environment qualityphysical environment quality measures how expressions evaluate the condition, comfort, usability, and aesthetic upkeep of a physical setting. It encompasses practical features such as waiting conditions, space, noise, accessibility, furnishings, and the maintained appearance of interiors and exteriors.
D0038depressed mooddepressed mood measures the presence and intensity of negatively valenced mood states, including feeling bad, slowed or agitated, sad, hopeless, downhearted, empty, or low in energy. It encompasses expressions of general dysphoric feeling as well as more clearly depressive emotional experience.
D0039favorabilityfavorability measures the positivity of an expression's evaluative stance toward a target such as a product, brand, company, or other object of judgment. It encompasses reactions, liking, attitudes, and opinions that indicate how positively the target is regarded.
D0040time orientationtime orientation measures the extent to which expressions focus on time, timing, duration, pacing, deadlines, and the use of time. It encompasses attention to planning, temporal pace, getting things done on time, waiting time, and judging how long a period feels.
D0041advocacy intentionadvocacy intention measures the expressed tendency to speak favorably about a brand, company, or business and to promote it to other people. It encompasses positive talk, public commenting, and active recommendation or referral.
D0042subjective knowledgesubjective knowledge measures the extent to which an expression conveys perceived understanding, expertise, or informedness about a product, service, attribute, practice, or brand-related topic. It encompasses both general confidence that an entity is knowledgeable and self-reported personal knowledge or understanding.
D0043partner relationship orientationpartner relationship orientation measures the extent to which an expression centers on having, managing, evaluating, or maintaining an intimate partner relationship. It encompasses general relationship relevance as well as stronger attention to partner expectations, commitment, and relationship quality.
D0044happinesshappiness measures the presence and strength of positive subjective well-being, including feeling happy, viewing oneself as a happy person, and experiencing life or particular experiences as contributing to happiness.
D0045active self-managementactive self-management measures the extent to which an expression reflects deliberate, agentic efforts to manage one's circumstances, resources, functioning, or support. It encompasses taking purposeful action, maintaining oneself, seeking help, and transferring effort or knowledge into practical activity.
D0046machine mind attributionmachine mind attribution measures the extent to which expressions attribute human-like mentality, agency, or social presence to robots, chatbots, or other intelligent systems. It encompasses perceiving such systems as having will, intentions, understanding, or a sense of human-like interaction.
D0047supplier relationship strengthsupplier relationship strength measures how positively and consequentially a supplier is regarded within an ongoing business relationship. It encompasses favorable regard, positive information, perceived importance, operational integration, responsiveness, and willingness to rely on the supplier's recommendations.
D0048response speedresponse speed measures how quickly an expression indicates noticing, reacting to, and implementing a response to changing conditions, requests, or problems. It encompasses general promptness in adjustment and action, including especially rapid responses to external threats or competitor moves.
D0049sales orientationsales orientation measures the extent to which expressions emphasize selling activity, purchase guidance, and prioritizing conversion or closing outcomes in customer interactions. It encompasses both customer-focused sales support and more assertive, outcome-focused selling behavior.
D0050information sharinginformation sharing measures the extent to which expressions describe information being communicated, disclosed, received, or made accessible across people, groups, or organizational units. It encompasses both simple informing and broader patterns of open, detailed, and cross-functional circulation of useful information.
D0051rule orientationrule orientation measures the extent to which expressions emphasize precision, routine, and the use of explicit rules, procedures, and policies to guide action and maintain order. It encompasses both a personal preference for structured, exact conduct and a stronger emphasis on formalized regulation and enforcement.
D0052privacy concernprivacy concern measures apprehension about the collection, use, sharing, and handling of personal information in online or digital services. It encompasses reactions ranging from minimal concern about information requests to explicit worry about surveillance, misuse, and unauthorized data sharing.
D0053interest intensityinterest intensity measures the degree of active interest, attraction, and felt relevance expressed toward an object, activity, or option. It encompasses movement from weak attention to stronger curiosity, preference, or desire to engage.
D0054deceptive self-presentationdeceptive self-presentation measures the tendency for expressions to present agreement, performance, events, or offerings in a knowingly misleading or strategically inflated way. It encompasses pretense, manipulation, exaggeration, and stretching the truth to create a more favorable impression.
D0055effort investmenteffort investment measures the amount or intensity of effort an expression describes, anticipates, or attributes to a person’s actions. It encompasses minimal or merely adequate effort, deliberate willingness to work harder, and strong expenditure of effort, time, or hard work toward a task or goal.
D0056satisfactionsatisfaction measures the extent to which an expression conveys fulfillment, contentment, or a positive evaluation of what one has received, experienced, or uses. It encompasses both broad overall satisfaction and satisfaction tied to specific services, products, or life domains.
D0057social supportsocial support measures the perceived availability or receipt of help, backing, comfort, reassurance, and advice from other people or groups. It encompasses both general willingness to support and more dependable support that can be relied on during difficulties or important decisions.
D0058risk orientationrisk orientation measures how strongly an expression engages with risk, danger, uncertainty, or gambling-related choice. It encompasses both attraction to risky or frightening activities and explicit evaluation or avoidance of risky situations.
D0059religious orientationreligious orientation measures the extent to which expressions reflect religious or spiritual belief, identification, practice, or commitment. It encompasses general religious relevance as well as stronger faith-based identity and action.
D0060service orientationservice orientation measures the extent to which an expression is centered on service as a salient focus, including service quality, provision, evaluation, strategy, and process. It encompasses both concrete references to receiving or delivering service and broader conceptual or organizational emphasis on service.
D0061exercise orientationexercise orientation measures the extent to which an expression reflects participation in, motivation for, or orientation toward exercise and physical activity. It encompasses light activity relevance as well as stronger exercise commitment and self-regulation.
D0062brand loyaltybrand loyalty measures enduring positive attachment and commitment to a brand or company, including liking, preferred repeat purchasing, and willingness to continue the relationship despite inconvenience or price changes. It encompasses both favorable identification as a customer and sustained intention to keep buying.
D0063changeability beliefschangeability beliefs measures how expressions frame whether beliefs, personal qualities, and broader aspects of the world can change or are fundamentally fixed. It encompasses both openness to contextual change and convictions about stable, unchangeable core features.
D0064emotional attunementemotional attunement measures the extent to which expressions involve perceiving, recognizing, resonating with, or conveying emotion. It encompasses minimal or incidental mention of emotion, explicit emotional characterization, and strong sensitivity to other people's feelings and emotional changes.
D0065environmental concern: threat salienceenvironmental concern: threat salience measures the extent to which expressions engage with environmental problems, risks, and human impacts on the natural world, including attention to pollution, climate change, resource depletion, ecosystem damage, and beliefs about the seriousness or reality of environmental threats.
D0066supportive supervisionsupportive supervision measures the extent to which expressions describe a supervisor, manager, or coach as collaborative, responsive, and helpful in guiding performance and addressing needs or problems. It encompasses specific feedback, perspective-taking help, listening, understanding, and encouragement aimed at helping the person improve.
D0067customer orientation: customer primacycustomer orientation: customer primacy measures the extent to which expressions frame decisions, priorities, and organizational success around customer needs, satisfaction, and value, with stronger expressions positioning customers as the primary driver of strategy and organization.
D0068willingness to engagewillingness to engage measures expressed readiness to take part in an action, exchange, or requested cooperation. It encompasses general stated willingness, participation, provision of information, purchasing, trading, and willingness to pay.
D0069hierarchy endorsementhierarchy endorsement measures support for ranked social relations in which some people or groups are seen as properly above others. It encompasses perceiving status differences, accepting fixed places and unequal power, and endorsing order based on higher and lower positions.
D0070attractivenessattractiveness measures the extent to which an expression evaluates a person, object, presentation, or offering as attractive, appealing, pleasing, or good-looking. It encompasses weak appearance-related evaluation as well as stronger favorable aesthetic appraisal.
D0071self-focusself-focus measures the extent to which an expression centers on the self as an object of thought, identity, or personal becoming. It encompasses self-referential attention, reflection on who one is, and consideration of oneself in decisions or aspirations.
D0072guilt pronenessguilt proneness measures the tendency for expressions to center on anticipated or experienced guilt, regret, remorse, or self-reproach about one's choices, actions, or thoughts. It encompasses mild discomfort and second-guessing as well as explicit guilty and regretful reactions, including in spending-related situations.
D0073ethical consumer actionethical consumer action measures the extent to which expressions describe using purchasing choices to respond to company conduct or labor and human-rights concerns. It encompasses both general marketplace avoidance or disengagement and more explicit value-based buying or boycotting.
D0074shopping orientationshopping orientation measures the extent to which expressions reflect positive engagement with shopping places, purchasing activity, and store-related benefits. It encompasses identification with being a shopper, favorable views of stores and shopping, and perceived usefulness of shopping in stores.
D0075reputation standingreputation standing measures the extent to which an expression conveys being seen as reliable, standardized, respected, or publicly well regarded. It encompasses perceived trustworthiness, favorable public opinion, and recognized quality or professionalism.
D0076attentional focusattentional focus measures the extent to which an expression reflects directed, sustained attention to a current activity, target, or experience. It encompasses concentrating on what one is doing, maintaining awareness of the immediate task or stimulus, and limiting distraction by competing thoughts or alternatives.
D0077organizational performanceorganizational performance measures expressed success or effectiveness in achieving business results. It encompasses growth, sales, profitability, market share, returns, and performance judged against objectives, competitors, or industry standards.
D0078evaluation anxietyevaluation anxiety measures apprehension about being judged negatively by others, including worry about social impression, appearing foolish, and being seen as a success or failure. It encompasses concern about others' reactions, acceptance, and public mistakes.
D0079social responsibility orientationsocial responsibility orientation measures the extent to which expressions frame a company or brand in terms of social responsibility, responsible conduct, and contribution to society. It encompasses both attention to socially responsible actions and explicit judgments that an organization is socially responsible.
D0080environmental changeenvironmental change measures the extent to which expressions describe conditions, outcomes, or surrounding circumstances as shifting, varying, or remaining stable over time. It encompasses both general changeability in the environment and more specific volatility in market and customer conditions.
D0081influencer relatednessinfluencer relatedness measures the extent to which an expression reflects personal connection, familiarity, or psychologically engaged orientation toward an influencer. It encompasses willingness to act on an influencer's endorsements, felt intimacy or relationship with an influencer, and explicit attention to knowing or recognizing the influencer.
D0082financial reasoningfinancial reasoning measures the ability expressed in an expression to understand and work through quantitative money-related situations. It encompasses reasoning about amounts, percentages, time delays, interest, inflation, borrowing, and savings outcomes.
D0083safety assurancesafety assurance measures the extent to which expressions convey confidence that people, systems, or interactions are protected, secure, and unlikely to cause harm or problems. It encompasses general trust in protective arrangements as well as explicit perceptions of safety and security in practical settings.
D0084desire intensitydesire intensity measures how strongly an expression conveys wanting, needing, or craving something. It encompasses tentative consideration of need, clearer statements of wanting or purchase interest, and urgent or emphatic desire.
D0085cross-cultural opennesscross-cultural openness measures receptivity, comfort, and positive engagement with people, languages, and practices that differ from one's own cultural background. It encompasses both awareness of cultural difference and willingness to interact across those differences.
D0086psychological ownershippsychological ownership measures the felt sense that something belongs to oneself, including subjective possession and personal claim even when legal ownership is absent. It encompasses expressions of seeing an object, product, or activity as mine or as something one owns.
D0087product varietyproduct variety measures the breadth and diversity of products or product lines described in an expression. It encompasses whether offerings are unspecified or absent, somewhat varied across companies or channels, or explicitly broad and numerous.
D0088belief in luckbelief in luck measures the extent to which expressions frame outcomes, opportunities, and life events as influenced by luck, chance, or special fortune. It encompasses both references to lucky signs or prize-related fortune and broader views that luck plays an important role in success and results.
D0089familiarityfamiliarity measures the degree to which an expression indicates prior awareness, recognition, or accustomed exposure to a brand, product, place, company, cause, or category. It encompasses both routine use and explicit statements of having heard of or being familiar with something.
D0090product evaluationproduct evaluation measures the extent to which an expression assesses a product or service in terms of its quality, performance, durability, or overall appeal. It encompasses both weak or incidental references to quality and more direct judgments about how well a product works or is liked.
D0091weight-related body concernweight-related body concern measures the degree to which expressions focus on weight, body shape, appearance standards, and the emotional or social concerns attached to them. It encompasses attention to appearance and eating-related issues as well as worry, guilt, comparison, and anticipated judgment tied to weight or body image.
D0092mental disengagementmental disengagement measures the extent to which expressions reflect attempts to get away from distressing thoughts, feelings, or situations by distraction, avoidance, emotional relief seeking, or shifting attention elsewhere.
D0093luxury status orientationluxury status orientation measures the extent to which expressions frame products and possessions in terms of superior quality, luxury, prestige, wealth signaling, and admiration for visibly luxurious ownership. It encompasses both a preference for high-end goods and a stronger belief that luxury should communicate status to others.
D0094food production beliefsfood production beliefs measures the extent to which expressions engage with beliefs, evaluations, or identity-relevant views about how food is produced, certified, modified, or marketed. It encompasses attention to organic production, additives and residues, genetic modification, irradiation, and related claims about food quality or regulation.
D0095pandemic saliencepandemic salience measures the extent to which an expression is organized around the pandemic as a focal frame for behavior, evaluation, planning, or perceived impact. It encompasses simple mention, pandemic-linked practices and intentions, and broader reflection on consequences and adaptations tied to the pandemic.
D0096similaritysimilarity measures the extent to which an expression conveys likeness, relatedness, or shared qualities between people, objects, products, or situations. It encompasses broad resemblance as well as stronger perceived fit or identification through shared features.
D0097resource sufficiencyresource sufficiency measures whether expressions describe having enough needed resources or information available, obtainable, or provided. It encompasses both general statements about resource adequacy and scarcity and access to information or means needed to meet needs.
D0098responsibility attributionresponsibility attribution measures the extent to which an expression assigns causation, blame, accountability, or justification to a person, group, circumstance, or the self. It encompasses both explanatory attribution and explicit judgments about who is responsible or at fault.
D0099animal welfare concernanimal welfare concern measures the extent to which an expression reflects caring about animals' well-being, valuing their presence and protection, and opposing their suffering, exploitation, or killing. It encompasses weak or absent animal-focused concern through active support for animal welfare and, at the strongest end, rights-like protection of animals' lives.
D0100website engagementwebsite engagement measures the extent to which an expression is centered on interacting with, using, or evaluating a website. It encompasses simple mention or browsing of a website, reported use experiences on a website, and more elaborated judgments about the website's design, layout, information, or service experience.
D0101social expressivenesssocial expressiveness measures how readily a person engages, speaks, and presents themselves in social situations. It encompasses both active social participation and the degree of verbal and interpersonal openness or reserve.
D0102team fandomteam fandom measures identification with and engagement in supporting a sports team. It encompasses favorable orientation toward the team and its sponsors, personal importance of being a fan, belonging with other fans, and supportive consumer or attendance behavior tied to the team.
D0103consumer aversionconsumer aversion measures negative evaluative and behavioral reactions toward a product, service, brand, or promotional exposure. It encompasses dissatisfaction, wariness, dislike, disgust, and avoidance-oriented responses directed at marketplace offerings or messages.
D0104managerial relationship tiesmanagerial relationship ties measures the extent to which expressions describe managers as having personal connections, relationships, or networks with external organizational actors. It encompasses both general interorganizational ties and more personalized ties with officials, collaborators, customers, and decision makers.
D0105performance monitoringperformance monitoring measures the extent to which expressions describe checking, reviewing, verifying, or tracking activities, information, transactions, or results to ensure they meet expectations. It encompasses both occasional verification and more regular, systematic oversight of ongoing performance and compliance.
D0106review engagementreview engagement measures the extent to which an expression centers on using, giving, interpreting, or personally relating to reviews and reviewers. It encompasses basic review use and rating activity as well as stronger attention to reviewer characteristics, motives, and the value of multiple reviews for evaluation.
D0107positive evaluationpositive evaluation measures the extent to which an expression conveys favorable appraisal, endorsement, or perceived worth of a target. It encompasses positive regard toward people, relationships, interactions, activities, products, and other referents.
D0108credit reliancecredit reliance measures the extent to which expressions center on using borrowed money or revolving credit as a financial resource, concern, or habitual practice. It encompasses general loan involvement as well as more specific engagement with credit cards, credit limits, debt, and emergency use of credit.
D0109judgment confidencejudgment confidence measures how certain an expression is about the correctness, accuracy, or reliability of a judgment, evaluation, estimate, or expected outcome. It encompasses confidence in one's own assessments as well as confidence that other people or sources will provide a good or accurate result.
D0110gratitudegratitude measures the extent to which an expression conveys thankfulness, appreciation, or a felt obligation to reciprocate benefits received from another party. It encompasses both explicit feelings of being thankful or grateful and appreciation that motivates repayment or reward.
D0111distinctiveness seekingdistinctiveness seeking measures the extent to which an expression emphasizes being unique, differentiated, or set apart from others. It encompasses both discomfort with anonymity or sameness and active desire to be perceived as different.
D0112friendship connectednessfriendship connectedness measures the extent to which expressions indicate having, forming, maintaining, or recognizing friendship ties. It encompasses both social access through friends and the size or closeness of one's friendship network.
D0113performance-contingent rewardsperformance-contingent rewards measures the extent to which expressions describe incentives, rewards, or compensation as motivating behavior or being tied to performance, results, goals, sales, or other outcomes. It encompasses both general appeal of incentives and explicit reward systems that allocate recognition, bonuses, or commission based on achievement.
D0114complaint problem-solving orientationcomplaint problem-solving orientation measures the extent to which expressions center on addressing customer or service problems through complaining, responding to complaints, and providing solutions. It encompasses both the tendency to raise complaints about problems and the expectation or provision of complaint resolution.
D0115community participationcommunity participation measures the extent to which an expression reflects active involvement in a community through participation, contribution, membership, or shared social activity. It encompasses general community relevance as well as stronger civic or group-oriented action.
D0116preference expressionpreference expression measures the extent to which an expression conveys liking, choice, or comparative favoring among options. It encompasses simple positive evaluation as well as explicit selection between alternatives.
D0117organizational centralizationorganizational centralization measures the extent to which expressions describe an organization as oriented around a parent or headquarters unit, including identification with that central unit and concentration of authority there. It encompasses both structural connectedness to a central organization and the degree to which decisions, control, and operating direction are located at higher levels.
D0118switching difficultyswitching difficulty measures the perceived cost, effort, disruption, or relational loss involved in leaving a current provider, organization, or affiliation for another. It encompasses practical barriers, time demands, and anticipated personal or social consequences of switching.
D0119digital media copying orientationdigital media copying orientation measures endorsement of, interest in, and intended engagement with acquiring, copying, or sharing music and other media outside conventional purchase restrictions. It encompasses favorable attitudes toward file-sharing, unauthorized copying, and personal-use copying or sharing.
D0120market competition intensitymarket competition intensity measures how strongly expressions depict a market or industry as competitive, adversarial, and difficult to stand out in. It encompasses perceived rivalry, price pressure, aggressive competitive behavior, and the sense that competitors are strong or competition is cutthroat.
D0121personal importancepersonal importance measures the degree to which an expression frames something as important, necessary, significant, or meaningful to the speaker or evaluator. It encompasses perceived personal value, relevance, and felt significance attached to an activity, product, experience, or decision.
D0122treatment communication participationtreatment communication participation measures the extent to which an expression reflects active interaction with treatment information, medical guidance, or therapeutic communication. It encompasses basic communication relevance as well as stronger participation in treatment-related exchange and decision support.
D0123information seekinginformation seeking measures the tendency to look for additional information, compare alternatives, and clarify what one wants to know before or after making a choice. It encompasses both general openness to checking for better options and more active, targeted searching for detailed information.
D0124reading orientationreading orientation measures the extent to which expressions center on reading as a personally relevant activity, interest, or habit. It encompasses general reading relevance as well as stronger enjoyment, attention, and sustained reading behavior.
D0125informational clarityinformational clarity measures how understandable, clear, and well-explained an expression presents needs, expectations, content, or instructions. It encompasses both ease of comprehension and the presence of clear explanations about what is meant or what should be done.
D0126charitable giving orientationcharitable giving orientation measures the extent to which expressions endorse, intend, or report prosocial giving and related support for charitable causes. It encompasses weak or absent charitable content, favorable views of altruistic support, and increasingly direct and habitual donation behavior.
D0127sinceritysincerity measures the extent to which an expression conveys honesty, genuineness, and sincerity in a person, message, or presentation. It encompasses weak authenticity cues as well as stronger judgments that the source is candid and true to itself.
D0128behavioral likelihoodbehavioral likelihood measures the expressed likelihood of taking an action, engaging with an option, or following through on a response. It encompasses stated willingness, anticipated engagement, and action-oriented follow-through across expressions.
D0129collective pridecollective pride measures felt pride, esteem, and positive identification with a larger group, organization, or shared affiliation. It encompasses expressions of being proud of belonging, of the group’s accomplishments, or of the status associated with that affiliation.
D0130fairness perceptionfairness perception measures the extent to which an expression evaluates treatment, outcomes, procedures, or exchanges as fair, equal, and even-handed. It encompasses judgments that resources, benefits, services, and decisions are distributed or conducted in a just manner.
D0131export market activityexport market activity measures the extent to which an expression reflects organizational involvement in foreign markets, exporting, or international customer activity. It encompasses light export relevance as well as stronger market development, selling, and ongoing foreign-market operations.
D0132development participationdevelopment participation measures the extent to which relevant outside parties or collaborating personnel actively participate in development, improvement, or implementation work. It encompasses basic contribution as well as stronger co-development and shared problem solving.
D0133nostalgic orientationnostalgic orientation measures the extent to which expressions evoke, value, or mentally return to the past. It encompasses mild past-referencing and reminders as well as stronger sentimental longing, memory-focused reflection, and desire to reconnect with an earlier time.
D0134goal orientationgoal orientation measures the extent to which an expression is organized around goals, objectives, targets, and their pursuit. It encompasses having explicit goals, seeing them as shared or aligned, and focusing on their attainability, planning, commitment, and accomplishment.
D0135waste management orientationwaste management orientation measures how strongly an expression reflects attention to reducing, reusing, sorting, recycling, or disposing of material waste. It encompasses both general concern with waste-related practices and concrete handling of discarded or reusable household materials.
D0136commerce adoptioncommerce adoption measures the extent to which expressions indicate interest in, acceptance of, or active use of commerce services and purchasing channels. It encompasses early openness as well as stronger use, trust, and transaction-oriented adoption.
D0137screen media engagementscreen media engagement measures interest in, evaluation of, and participation in watching or accessing screen-based entertainment such as television, movies, streaming, and related viewing formats. It encompasses both favorable reactions to specific viewed content and broader inclination to watch or obtain such media.
D0138present-state focuspresent-state focus measures the extent to which an expression centers on immediate, current experience or feeling in the present moment. It encompasses direct attention to how one feels or is doing right now, whether the specific content is emotional, physical, or self-evaluative.
D0139humor orientationhumor orientation measures the extent to which an expression frames something in terms of fun, playfulness, amusement, or making people laugh. It encompasses both mild playful fun and stronger endorsement of humor as enjoyable, noticeable, or personally characteristic.
D0140restaurant patronagerestaurant patronage measures the degree to which an expression reflects familiarity with, interest in, and approach toward restaurants or dining establishments. It encompasses light restaurant relevance as well as stronger preference, loyalty, and dining choice behavior.
D0141comparative evaluationcomparative evaluation measures the extent to which an expression frames a product, brand, service, or supplier in relation to alternatives or an ideal standard. It encompasses judgments of relative quality, value, reliability, appeal, or overall standing based on explicit comparison.
D0142payment service adoptionpayment service adoption measures the extent to which an expression is oriented toward using, evaluating, or considering payment services and transaction methods. It encompasses basic payment relevance as well as stronger acceptance, convenience, and use intention.
D0143personalizationpersonalization measures the extent to which an expression describes content, messages, services, or promotions as tailored to a person's needs, preferences, or situation. It encompasses weak tailoring cues as well as stronger individualized fit and relevance.
D0144communication saliencecommunication salience measures the extent to which an expression is centrally about conveying, receiving, structuring, or evaluating messages and communication. It encompasses both simple mention of communicating and more explicit focus on communication forms, records, delivery, and effectiveness.
D0145gender role beliefsgender role beliefs measures the extent to which expressions invoke beliefs, expectations, or evaluations about men and women and their appropriate traits, roles, authority, or opportunities. It encompasses both general references to gender-linked participation or empowerment and more explicit judgments about gender differences and equality.
D0146phone attachmentphone attachment measures the degree of personal reliance on, engagement with, and psychological investment in a phone or smartphone. It encompasses simple use and attention to the device as well as stronger feelings that it is needed, identity-relevant, or emotionally regulating.
D0147investment participationinvestment participation measures the extent to which an expression reflects participation in, interest in, or familiarity with investment activity. It encompasses general investment relevance as well as stronger portfolio attention, trading, and financial decision involvement.
D0148expectation levelexpectation level measures the degree to which an expression conveys prior expectations, standards, or anticipated outcomes regarding a product, brand, company, or purchase. It encompasses both having expectations and judging whether outcomes are likely to meet, exceed, or fall short of them.
D0149fashion orientationfashion orientation measures the degree to which expressions show interest in clothing, style, appearance, and fashion-related self-presentation. It encompasses light fashion relevance as well as stronger attention to trends, brands, and style identity.
D0150work-life interferencework-life interference measures the extent to which work demands feel difficult to manage and intrude on time, energy, or responsibilities outside work. It encompasses burdensome job demands, conflicting requests, excessive workload, and spillover of work into personal or family life.
D0151change orientationchange orientation measures how strongly an expression is oriented toward organizational or work-related change, including openness, participation, disruption, or adaptation. It encompasses low change relevance as well as stronger readiness, resistance, or active change involvement.
D0152hygiene practicehygiene practice measures the extent to which expressions concern cleaning, washing, and sanitary handling behaviors. It encompasses general references to cleaning products or washing tasks as well as more explicit personal, household, and food-related hygiene actions.
D0153compromise orientationcompromise orientation measures a tendency to handle disagreements through negotiation, mutual adjustment, and workable agreements. It encompasses willingness to bargain, revise terms, and seek outcomes that both sides can accept.
D0154travel orientationtravel orientation measures the extent to which an expression reflects interest in, identification with, or positive engagement toward travel, tourism, and leisure destinations. It encompasses attraction to visiting places, discussing destination-related topics, and experiencing travel as relaxing, enjoyable, or self-defining.
D0155reason-giving motivationreason-giving motivation measures the extent to which an expression explicitly frames an action, choice, or participation in terms of a stated motive, purpose, or justification. It encompasses simple mentions of being motivated as well as clear explanations of why someone acts, including practical, social, emotional, curious, or reward-based reasons.
D0156convenienceconvenience measures the extent to which an expression describes access, use, purchase, or service arrangements as easy, well-situated, and minimally burdensome. It encompasses perceived ease arising from location, timing, process simplicity, and effort reduction.
D0157usefulnessusefulness measures the extent to which an expression evaluates information, content, tools, or communication as helpful, beneficial, practical, or effective for a task or goal. It encompasses weak utility cues as well as stronger judgments of functional value.
D0158fitfit measures the extent to which an expression conveys that two entities belong together, make sense together, or are appropriate for one another. It encompasses broad compatibility as well as stronger congruence with needs, values, or context.
D0159technology engagementtechnology engagement measures the degree to which expressions reflect interest in, comfort with, use of, and active orientation toward technology and technological change. It encompasses basic acknowledgment of technology, organizational attention to its development, and personally or operationally proactive involvement with advanced technologies and innovations.
D0160personal self-reliancepersonal self-reliance measures the extent to which expressions emphasize handling problems, decisions, and life demands through oneself rather than depending on others. It encompasses both general personal dependability and a stronger preference for autonomy and independence from others' advice or support.
D0161game engagementgame engagement measures the extent to which an expression reflects active interest, involvement, and immersive participation in game-related experiences. It encompasses attention to game features, interaction, personalization, performance, exploration, and connections between the game and lived experience.
D0162financial strain: material hardshipfinancial strain: material hardship measures the extent to which expressions reflect pressure, limitation, or hardship in managing money and meeting basic financial obligations, ranging from deliberate thrift and saving-focused restraint to inability to afford essentials, housing, food, utilities, or debt payments.
D0163brand endorsementbrand endorsement measures the extent to which an expression conveys favorable evaluation, trust, preference, or personal identification with a brand or offering. It encompasses tentative brand support, positive appraisal of brand qualities, and stronger attachment or choice-oriented support.
D0164effectivenesseffectiveness measures the extent to which expressions portray a person, offering, organization, or action as capable, dependable, and able to produce desired results. It encompasses weak performance cues as well as stronger judgments of reliable success.
D0165parental guidanceparental guidance measures the extent to which expressions involve parents setting expectations, monitoring behavior, teaching appropriate conduct, or directing children's choices. It encompasses both general concern and instruction and more explicit rule-setting or restriction.
D0166extent-framed evaluationextent-framed evaluation measures whether an expression is framed as judging, perceiving, or estimating the degree of some attribute, reaction, or contribution. It encompasses expressions that ask how much something seems, feels, contributes, signals, or would be used in a particular way.
D0167organized dependabilityorganized dependability measures the extent to which an expression reflects reliable follow-through, planning, and consistently useful or attentive action. It encompasses keeping commitments, managing impulses enough to stay on track, remembering relevant details, and providing regular, practical guidance or information.
D0168prescriptive governance orientationprescriptive governance orientation measures the extent to which expressions frame behavior and outcomes in terms of rules, obligations, formal policies, disclosure, and institutional oversight. It encompasses weak or absent normative structure, general statements of what should be available or aspired to, and strong endorsement of explicit organizational requirements and regulatory controls.
D0169smoking orientationsmoking orientation measures how directly an expression is concerned with smoking, cigarettes, quitting, prevention, or smoking-related behavior. It encompasses general smoking relevance as well as stronger attitudes, intentions, and behavior around smoking.
D0170instructor supportinstructor support measures the extent to which expressions reflect a positive, helpful, and communicative relationship with an instructor. It encompasses courteous treatment, willingness to speak positively or help others, and clear, appropriate, empathic guidance around course-related needs and problems.
D0171spatial proximity perceptionspatial proximity perception measures how expressions frame distance, nearness, location, and navigational relation to places, services, or reference points. It encompasses perceived closeness, physical distance, local accessibility, and orientation within space.
D0172visual attentionvisual attention measures the extent to which an expression centers on seeing, identifying, evaluating, or attending to visual material. It encompasses general visual focus as well as stronger attention to images, appearance, and visual cues.
D0173descriptive attributiondescriptive attribution measures the extent to which an expression consists of direct attribute assignment to a target, especially simple statements that say what a person, group, or thing is like. It encompasses movement from concrete service or presentation details toward explicit trait-like characterization.
D0174cross-touchpoint consistencycross-touchpoint consistency measures the extent to which expressions describe a unified, stable, and systematically integrated presentation across multiple points of contact or occasions. It encompasses coherence in information, themes, impressions, service, quality, and visual presentation across different interactions.
D0175survey response orientationsurvey response orientation measures the extent to which an expression is oriented toward answering, evaluating, or managing responses to survey questions, including effort, ease, confidentiality, and response handling. It encompasses both weak or absent survey-response focus and strong explicit focus on the response process itself.
D0176political identificationpolitical identification measures the extent to which an expression engages political alignment, affiliation, or self-placement. It encompasses references ranging from general political support or electoral content to explicit identification with a party, label, or ideological position.
D0177marketing promptnessmarketing promptness measures the extent to which an expression is framed as a marketing, product, or advertising prompt rather than as a personal reaction or judgment. It encompasses direct references to brands, products, and loyalty as well as explicit scenario-based or identification-style prompts about advertised goods or promotions.
D0178interpersonal violence salienceinterpersonal violence salience measures how strongly an expression centers on violence, abuse, stalking, harassment, or related victimization as a recognized interpersonal harm. It encompasses both general awareness or acknowledgment of such harm and more explicit focus on its severity, seriousness, and need for intervention.
D0179capabilitycapability measures the extent to which an expression conveys having the ability, capacity, competence, or resources to perform an action or achieve an outcome. It encompasses weak ability cues as well as stronger confidence in competent performance.
D0180alcohol orientationalcohol orientation measures the extent to which an expression centers on alcohol use, drinking-related intentions, preferences, or consequences. It encompasses general alcohol relevance as well as stronger drinking behavior, restraint, or consumption orientation.
D0181organizational market capabilityorganizational market capability measures the extent to which expressions describe an organization as actively competent, effective, and accomplished in market-facing activity. It encompasses internal coordination and sensing related to markets as well as stronger signals of learned success, promotional skill, training, recognition, and public-facing effectiveness.
D0182seller relationship orientationseller relationship orientation measures the extent to which an expression centers on an active interpersonal seller relationship, including trust, rapport, responsiveness, or ongoing exchange. It encompasses weak seller contact as well as stronger relational closeness and service interaction.
D0183evaluative orientationevaluative orientation measures the extent to which an expression conveys an active, personally framed stance toward an object, person, offer, or situation. It encompasses basic appraisal as well as stronger liking, preference, concern, or choice-relevant evaluation.
D0184personal referencepersonal reference measures the extent to which an expression is framed through the speaker's own possession, experience, relationships, or evaluation. It encompasses self-linked wording such as "my" and references to personally connected people, services, or experiences.
D0185action orientation: implementation readinessaction orientation: implementation readiness measures the extent to which an expression conveys readiness to take concrete, goal-directed steps rather than remaining at the level of distant possibility or passive evaluation. It captures movement from conditional consideration and anticipated engagement toward explicit initiation, direction, or proposal of immediate action.
D0186information currencyinformation currency measures the extent to which an expression conveys that information is current, recent, timely, or up to date. It encompasses weak timeliness cues as well as stronger concern with freshness and recency of information.
D0187vehicle interestvehicle interest measures the degree of positive interest in cars and related vehicles, including enjoyment, attraction, ownership relevance, or attention to vehicle features. It encompasses general vehicle relevance as well as stronger enthusiasm and preference.
D0188socially guided consumptionsocially guided consumption measures the extent to which purchasing and brand choices are oriented toward other people's behavior and approval. It encompasses using others as cues for what to buy and valuing whether one's purchases make a favorable impression.
D0189powerfulnesspowerfulness measures the extent to which an expression conveys power, strength, dominance, influence, or energizing force. It encompasses both direct self-ascriptions or judgments of being powerful and broader portrayals of forceful, influential, or potency-related qualities.
D0190interaction salienceinteraction salience measures how strongly an expression centers on active involvement, evaluative attention, or a consequential interaction with an object, event, or situation. It encompasses movement from detachment or noninvolvement toward vivid, specific, and experience-near interaction.
D0191interrogative phrasinginterrogative phrasing measures the extent to which an expression is framed as a direct question or query about preference, possession, availability, ability, or status. It encompasses wording that explicitly asks whether someone would like, has, is, or can do something.
D0192conditional framingconditional framing measures the extent to which an expression is organized around hypothetical if-then structure, contingency, or imagined circumstances. It encompasses simple mentions of possible actions as well as more explicit statements that frame outcomes, evaluations, or meanings as dependent on a stated condition.
D0193action orientation: agentic follow throughaction orientation: agentic follow through measures the extent to which an expression frames situations in terms of doing, proceeding, and making outcomes happen. It captures movement from passive or undefined responding, through practical task completion, to a strong sense of personal agency in directing results.
D0194object evaluationobject evaluation measures how an expression characterizes or appraises a thing in terms of its qualities, fit, style, or effects. It encompasses simple judgments, quality-related assessments, and broader descriptions of how a thing behaves, matches preferences, or is experienced.
D0195self-referential focusself-referential focus measures how strongly an expression centers the self as the main target, agent, or point of concern. It encompasses direct attention to oneself, one's own interests or actions, and expressions that place the self at the center of evaluation, planning, or experience.
D0196health orientationhealth orientation measures the extent to which an expression centers on health as a valued, self-relevant concern. It encompasses attention to one's health, perceived health status, responsibility for health, and prioritizing health relative to other motives.
D0197collaborative relationship orientationcollaborative relationship orientation measures the extent to which an expression emphasizes valued, ongoing, and cooperative ties between parties. It encompasses relationship importance, repeated interaction, mutual support, and alliance-building rather than impersonal or purely task-focused connection.
D0198Chinese cultural identificationChinese cultural identification measures the extent to which an expression reflects identification with, affiliation with, or orientation toward Chinese culture and Chinese-related meanings. It encompasses explicit personal importance, felt connection, bicultural positioning, and association of people, brands, or ideas with Chinese culture.
D0199human-centered orientationhuman-centered orientation measures the extent to which expressions emphasize feelings, humane treatment, personal growth through interaction, and emotionally intelligible ways of relating and deciding, rather than detached compassion statements or impersonal value-creation language. It encompasses affective decision emphasis, interpersonal human regard, and personally meaningful engagement.
D0200evaluative endorsementevaluative endorsement measures the extent to which an expression conveys a favorable judgment, willingness to choose, support, or invest in a target. It encompasses positive appraisal, anticipated benefit, purchase or usage intention, and felt commitment toward an object, option, or cause.