PAD emotional state model
Encyclopedia
The PAD emotional state model is a psychological
model developed by Albert Mehrabian
and James A. Russell to describe and measure emotional states
. PAD uses three numerical dimensions to represent all emotion
s.
The PAD (Pleasure, Arousal, Dominance) model has been used to study nonverbal communication
such as body language
in psychology. It has also been applied to consumer marketing and the construction of animated characters that express emotions in virtual world
s.
who also used a three dimensional system and also the 20th century work of Charles E. Osgood
.
The Pleasure-Displeasure Scale measures how pleasant an emotion may be. For instance both anger and fear are unpleasant emotions, and score high on the displeasure scale. However joy is a pleasant emotion. This dimension is usually limited to 16 specific values.
The Arousal-Nonarousal Scale measures the intensity of the emotion. For instance while both anger and rage are unpleasant emotions, rage has a higher intensity or a higher arousal state. However boredom, which is also an unpleasant state, has a low arousal value. This scale is usually restricted to 9 specific values.
The Dominance-Submissiveness Scale represents the controlling and dominant nature of the emotion. For instance while both fear and anger are unpleasant emotions, anger is a dominant emotion, while fear is a submissive emotion. This scale is also usually restricted to 9 specific values.
A more abbreviated version of the model uses just 4 values for each dimension, providing only 64 values for possible emotions. For instance, anger is a quite unpleasant, quite aroused, and moderately dominant emotion, while boredom is slightly unpleasant, quite unaroused, and mostly non-dominant.
The PAD model has been used in studying consumer behavior in stores, to determine the effects of pleasure and arousal on issues such as extra time spent in the store and unplanned spending.
Zhang et al. describe how the PAD model can be used to assign specific emotions to the faces of avatars
. In this approach the PAD model is used as a high level emotional space, and the lower level space is the MPEG-4
Facial Animation Parameters (FAP). A mid-level Partial Expression Parameters (PEP) space is then used to in a two level structure: the PAD-PEP mapping and the PEP-FAP translation model.
Psychology
Psychology is the study of the mind and behavior. Its immediate goal is to understand individuals and groups by both establishing general principles and researching specific cases. For many, the ultimate goal of psychology is to benefit society...
model developed by Albert Mehrabian
Albert Mehrabian
Albert Mehrabian , has become known best by his publications on the relative importance of verbal and nonverbal messages...
and James A. Russell to describe and measure emotional states
Affect measures
Organizational psychology scholars studying emotion typically use self-report responses to verbal questions to assess participants' current feeling or basic predisposition...
. PAD uses three numerical dimensions to represent all emotion
Emotion
Emotion is a complex psychophysiological experience of an individual's state of mind as interacting with biochemical and environmental influences. In humans, emotion fundamentally involves "physiological arousal, expressive behaviors, and conscious experience." Emotion is associated with mood,...
s.
The PAD (Pleasure, Arousal, Dominance) model has been used to study nonverbal communication
Nonverbal communication
Nonverbal communication is usually understood as the process of communication through sending and receiving wordless messages. Messages can be communicated through gestures and touch , by body language or posture, by facial expression and eye contact...
such as body language
Body language
Body language is a form of non-verbal communication, which consists of body posture, gestures, facial expressions, and eye movements. Humans send and interpret such signals almost entirely subconsciously....
in psychology. It has also been applied to consumer marketing and the construction of animated characters that express emotions in virtual world
Virtual world
A virtual world is an online community that takes the form of a computer-based simulated environment through which users can interact with one another and use and create objects. The term has become largely synonymous with interactive 3D virtual environments, where the users take the form of...
s.
The dimensional structure
PAD uses three dimensional scales which in theory could have any numerical values, but in practice are limited to specific states. The dimensional structure is reminiscent of the 19th century work of Wilhelm WundtWilhelm Wundt
Wilhelm Maximilian Wundt was a German physician, psychologist, physiologist, philosopher, and professor, known today as one of the founding figures of modern psychology. He is widely regarded as the "father of experimental psychology"...
who also used a three dimensional system and also the 20th century work of Charles E. Osgood
Charles E. Osgood
Charles Egerton Osgood was a distinguished American psychologist who developed a technique for measuring the connotative meaning of concepts, known as the semantic differential.-Career:...
.
The Pleasure-Displeasure Scale measures how pleasant an emotion may be. For instance both anger and fear are unpleasant emotions, and score high on the displeasure scale. However joy is a pleasant emotion. This dimension is usually limited to 16 specific values.
The Arousal-Nonarousal Scale measures the intensity of the emotion. For instance while both anger and rage are unpleasant emotions, rage has a higher intensity or a higher arousal state. However boredom, which is also an unpleasant state, has a low arousal value. This scale is usually restricted to 9 specific values.
The Dominance-Submissiveness Scale represents the controlling and dominant nature of the emotion. For instance while both fear and anger are unpleasant emotions, anger is a dominant emotion, while fear is a submissive emotion. This scale is also usually restricted to 9 specific values.
A more abbreviated version of the model uses just 4 values for each dimension, providing only 64 values for possible emotions. For instance, anger is a quite unpleasant, quite aroused, and moderately dominant emotion, while boredom is slightly unpleasant, quite unaroused, and mostly non-dominant.
Marketing
The abbreviated model has also been used in organizational studies where the emotions towards specific entities or products marketed by them are measured.The PAD model has been used in studying consumer behavior in stores, to determine the effects of pleasure and arousal on issues such as extra time spent in the store and unplanned spending.
Virtual emotional characters
The PAD model, and the corresponding PAD Space have been used in the construction of animated agents that exhibit emotions.For instance, Becker et al. describe how primary and secondary emotions can be mapped via the PAD space to features in the faces of animated characters to reflect happiness, boredom, frustration or annoyance. Lance et al. discuss how the PAD model can be used to study gaze behavior in animated agents.Zhang et al. describe how the PAD model can be used to assign specific emotions to the faces of avatars
Avatar (computing)
In computing, an avatar is the graphical representation of the user or the user's alter ego or character. It may take either a three-dimensional form, as in games or virtual worlds, or a two-dimensional form as an icon in Internet forums and other online communities. It can also refer to a text...
. In this approach the PAD model is used as a high level emotional space, and the lower level space is the MPEG-4
MPEG-4
MPEG-4 is a method of defining compression of audio and visual digital data. It was introduced in late 1998 and designated a standard for a group of audio and video coding formats and related technology agreed upon by the ISO/IEC Moving Picture Experts Group under the formal standard ISO/IEC...
Facial Animation Parameters (FAP). A mid-level Partial Expression Parameters (PEP) space is then used to in a two level structure: the PAD-PEP mapping and the PEP-FAP translation model.