Interest in Trying a Featured Brand

Name: Interest in Trying a Featured Brand
Creator: Hamby, A., & Russell, C.
Published: 2022
License: https://psychometricscales.com/methodology.html

Consumer Interest in Learning About and Trying a Brand Seen in Content

4 items 2022 α 0.91 Free Hamby, A., & Russell, C.

What it measures

This scale measures how interested a consumer is in trying, sampling, and learning more about a brand they encountered in content such as a video. Hamby and Russell (2022) used it to study how ambivalence shapes young consumers' responses to a risky product featured on TikTok.

Representative items

To what extent are you interested in trying ___, the product featured in the video?
Would you be interested in receiving a sample package of ___?

Citation

Hamby, Anne and Cristel Russell (2022), "How Does Ambivalence Affect Young Consumers' Response to Risky Products?" Journal of the Academy of Marketing Science, 50 (4), 841-863.

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