This study aims to conceptualize and validate an anticipated emotion in the planned versus unplanned purchase (AEPUP) scale. We develop and validate the AEPUP scale using the original construct (as a basis). The procedures of scale development begin with construct definitions and are followed by a three-phase operation: (1) qualitative exploration of relevant dimensions and items, (2) scale development procedure, and (3) establishment of confirmatory factor analysis and nomological validity. The empirical findings show that the new scale (refined from the anticipated emotion concept) has sound psychometric properties and is distinctive. This research contributes to the understanding of anticipated emotion concepts, as well as refines and improves the construct of AEPUP. Customer relationship management can be significantly improved by applying the scale in the formulation and implementation of market segmentation, targeting, and positioning strategy. © 2020 Informa UK Limited, trading as Taylor & Francis Group.