Engagement in Reading About the Brand

What it measures

A six-item scale measuring the degree to which a consumer was engaged, absorbed, and engrossed while reading about a brand. Items tap cognitive engagement, being drawn in, absorption, involvement, mental occupation, and engrossment during brand information processing. The six-item version was used in Studies 4 and 5; a three-item version (items 1–3) was used in Studies 4 and 6. Developed for paradox brand research examining how cognitive flexibility enables deeper brand engagement.

Representative items

• I was engaged thinking about the brand.
• Reading the brand descriptors really drew me into the brand.
• I was very absorbed when I was asked to evaluate the brand.

Citation

Rodas, Maria A., Deborah Roedder John, and Carlos J. Torelli (2021). Building brands for the emerging bicultural market: The appeal of paradox brands. Journal of Consumer Research, 48(4), 633–650.