Development of the Affective Norms for Thai Words (THAI-ANW) Bank System

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จันทร์เพ็ญ งามพรม
เสรี ชัดแช้ม
พีร วงศ์อุปราช


Words are media for mutual understanding in every nationality and language. Hence, words are
stimuli which convey emotion. The objectives of this research were (1) to analyze the Thai words
of affective and to assess the quality of the affective norms for Thai words via content validity,
a discrimination index, the mean and standard deviation of Thai words, the reliability of Thai
words for three emotional domains (i.e. valence, arousal, and dominance); and (2) to develop the
affective norms for Thai words (Thai-ANW) bank system. The sample used in this study involved Thai
volunteers who lived in Thailand, and were aged between 18 and 60 years, regardless of gender,
educational level, and marital status. The sample composed of 800 people. The Self-Assessment
Manikin Scale were employed in the study, and t-tests were used to analyze the data.
It was found that;
1. A total of 528 Thai affective words were validated and retained. These words were classified
along the three emotion dimensions: 1) 211 valence words (87 pleasure, 12 neutral, and 112
unpleasure), 2) 159 arousal words (120 excited, 29 neutral, and 10 calm), and 3) 158 dominance
words (100 uncontrol, 36 neutral, and 22 control).
2. A user-friendly computerized program of the Thai Affective Words (Thai-ANW) Bank System
was developed as an online web application for housing the validated Thai affective words.

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