Engagement with the Product

What it measures

This scale measures how absorbed a consumer is in, and how much pleasure they experience from, interacting with a product (good or service) they have purchased. Pizzutti, Gonçalves, and Ferreira (2022) used it in the second wave of a two-wave data collection (n = 190), combining items from three engagement-related subscales (attention, absorption, and enjoyment) developed by Dessart, Veloutsou, and Morgan-Thomas (2016).

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• When interacting with the product I bought, I feel happy.
• I get pleasure from interacting with the product I bought.
• Interacting with the product I bought is a treat for me.
• I spend a lot of time thinking about the product I bought.
• I make time to think about the product I bought.
• When interacting with the product I bought, I forget everything else around me.
• Time flies when I am interacting with the product I bought.
• When interacting with the product I bought, it is difficult to detach myself.
• When I am interacting with the product I bought, I get carried away.

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

Usage notes & scoring

The alpha was .92 (Pizzutti, Gonçalves, and Ferreira 2022, p. 1004). PLS-SEM supported convergent and discriminant validity (p. 994); the AVE was .61 (p. 1004). The items combine attention and absorption (originally a cognitive second-order factor) and enjoyment (originally an affective second-order factor) from Dessart, Veloutsou, and Morgan-Thomas's (2016) engagement framework, but Pizzutti, Gonçalves, and Ferreira's (2022) analyses supported treating the combined set as unidimensional despite this theoretical split; further work is recommended to resolve the apparent inconsistency.

Citation

Pizzutti, Cristiane, Renata Gonçalves, and Maria Ferreira (2022), "Information Search Behavior at the Post-Purchase Stage of the Customer Journey," Journal of the Academy of Marketing Science, 50 (5), 981-1010.

Keywords