Engagement (General – Attentional Focus)

What it measures

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.

Response format

9-point bipolar scale

Scale items

• Not Engaged At All / Very Engaged
• Not Focused / Very Focused
• Not At All Attentive / Very Attentive

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

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: the handbook gives this scale and the preceding entry ('Engagement (General – Immersion)', from Petit, Javornik, and Velasco 2022) the identical title 'Engagement (General)'; the parenthetical qualifiers here disambiguate the two distinct instruments — flagged for Gav's confirmation of the disambiguation wording. Higher numbers represent greater engagement; the blank in the stem should name the focal object (e.g., advertisement, lecture, task).

Citation

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.

Keywords