What is the Self-Assessment Manikin (SAM)?

The Self-Assessment Manikin (SAM) is a non-verbal, pictorial assessment technique that directly measures the pleasure, arousal, and dominance associated with a person's affective reaction to a wide variety of stimuli. It uses simple manikin figures to assess emotional responses without requiring verbal descriptions.

Who developed the SAM and when?

Developed by Peter J. Lang and Margaret M. Bradley at the University of Florida's Center for the Study of Emotion and Attention in 1994.

What type of assessment is it?

It is a non-verbal, self-report assessment tool that uses pictorial scales to measure affective dimensions.

What does the SAM assess?

• Valence (Pleasure-Displeasure): How positive or negative the emotion feels
• Arousal (Activation): How energized or calm the emotion feels
• Dominance (Control): How much control or lack of control the person feels

How many items and what format?

3 items (one for each dimension), each rated on a 9-point pictorial scale using manikin figures.

How is the SAM scored?

Each dimension is scored from 1-9, where higher scores indicate more positive valence, higher arousal, and greater feelings of dominance/control. The SAM provides a three-dimensional profile of emotional experience.