Due to unfortunate choices of response scale and psychometric model earlier analyses of mood adjective check lists have given a confused and complex picture of the area. When an adequate response scale was applied and a simplex rather than a common factor analysis model was utilized it was found, in two empirical studies, that mood was possible to describe with a few bipolar factors. A theory is suggested where mood is seen as basically two‐dimensional: one dimension being activity and the other pleasantness. More or less specific definitions of the content of experience with reference to the situation may then be used to define further dimensions, such as social orientatio