Connectedness with Television Program
CWTPConnectedness with Television Program
9 items
2004
α .89
Free
Russell, C. A., & Heckler, S. E.
What it measures
A multiple-item scale measuring connectedness with television program.
Response format
5-point Likert (1=strongly disagree, 5=strongly agree)
Scale items
- Watching ______ is an escape for me.
- helps me forget about the day’s problems.
- If I am in a bad mood, watching ______ puts me in a better mood.
- I like the clothes they wear on ______.
- I like the hairstyles on ______.
- I often buy clothing styles that I’ve seen in ______.
- I imitate the gestures and facial expressions from the characters in ______.
- I find myself saying phrases from ______ when I interact with other people.
- I try to speak like the characters in ______.
Full scale items shown. Always cite the original source when using this scale in research.
Usage notes & scoring
Reported alpha coefficients range from .87 to .89 across samples or studies. Factor analytic procedures were used to support the scale's structural validity.
Citation
Russell, Cristel Antonia, Andrew T. Norman and Susan E. Heckler (2004), “The Consumption of Television Programming and Validation of the Connectedness Scale,” Journal of Consumer Research, 31 (June), 150-161.
Keywords
#advertising#persuasion