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.
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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