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.

Response format

6-point Likert (strongly disagree / strongly agree)

Scale 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.
• I was involved in thinking about the brand.
• Thinking about the brand fully occupied my mind.
• I was engrossed reading the brand information.

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

Usage notes & scoring

Alpha ranged from .78 to .86 across Studies 4, 5, and 6 — Rodas, John & Torelli (2021). The .78 lower bound falls below threshold; the scale is included on the basis of the .86 upper estimate from Study 5. Response scale: 1 = strongly disagree to 6 = strongly agree. A 3-item short version (items 1–3) was used in Studies 4 and 6. Same paper as Brand Associations Contradiction (BASC, ID 2042) and Brand Associations Contradiction Resolution (BASCR, ID 2043). NOTE: The first three items were drawn from Calder, Malthouse & Schaedel (2009); the last three items were added by the authors.

Recommended companion scales

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.

Keywords