A four-item scale measuring a consumer's interest in a brand across affective, cognitive, and motivational dimensions. Items assess whether the brand is perceived as exciting and unique, whether the consumer is interested in it, and whether they want to learn more about it. Validated across six independent studies, the scale demonstrates reliable psychometric properties across diverse brand contexts and provides a concise measure of consumer brand engagement at the interest stage of the consumer journey.
7-point Likert
Full scale items shown. Always cite the original source when using this scale in research.
Alpha ranged from .81 to .92 across six studies — Zane, Smith & Reczek (2020). VALIDITY: Factor analysis in each study confirmed items loaded on a single factor. Scale source not stated — appears original to the authors. Validated across multiple brand types and experimental conditions, making it one of the more extensively tested new brand interest measures.
Zane, Daniel M., Robert W. Smith, and Rebecca Walker Reczek (2020). The meaning of distraction: How metacognitive inferences from distraction during multitasking affect brand evaluations. Journal of Consumer Research, 46(5), 974–994.
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