This paper intended to explore factors contributing to people's affective experiences, or affective factors, with broader populations from different regions, trying to identify universal and country-dependent affective factors. The second purpose is to explore how people's affective responses toward objects and experiences vary across regions. For these purposes, questionnaire-based investigations were conducted in seven different regions, including China, Germany, Italy, Japan, Korea, Taiwan, and Thailand. As a result, ten affective factors, including both universal and country-dependent affective factors, were extracted based on the results of a series of factor analyses. The relationships between affective factors and participants' affects elicited were validated using correlation analysis. Results showed that participants from different regions gained affective experiences in different ways in terms of affective factors. The results of this study are supposed to provide insights on how people's affective responses toward services or products may vary across countries.
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