This scale measures how focused and attentive a person is to something, worded generally enough to apply across a wide variety of contexts. Kristofferson and Dunn (2023) used it across several studies on how brand displacement in media content affects viewer engagement and brand attitude; the source of the scale was not stated and is assumed to have been created by the authors.
9-point bipolar scale
Full scale items shown. Always cite the original source when using this scale in research.
Internal consistency ranged from .89 to .97 across the studies (Kristofferson and Dunn 2023, p. 730; Web Appendix I). Validity was not separately discussed. NOTE: this scale and the preceding entry ('Engagement (General – Immersion)', from Petit, Javornik, and Velasco 2022) share the original title 'Engagement (General)'; the parenthetical qualifiers distinguish the two instruments. Higher numbers represent greater engagement; the blank in the stem should name the focal object (e.g., advertisement, lecture, task).
Kristofferson, Kirk and Lea Dunn (2023), "The Brand That Wasn’t There: The Impact of Brand Displacement on Viewer Engagement and Brand Attitude," Journal of the Academy of Marketing Science, 51 (3), 716–745.
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