Engagement with the Video

What it measures

This scale measures how much a person paid attention to and was immersed in a particular video, rather than finding it boring. Lieberman, Morales, and Amir (2022), who referred to the construct as immersiveness, used a five-item version in the Experiment 1 pretest and a three-item version (items 1-3) in the Experiment 2 and 5 pretests.

Response format

7-point scale (1=not at all, 7=very much, for items 1-4; 1=very short time, 7=very long time, for item 5)

Scale items

• To what extent did this video capture your attention?
• How engaging was this video?
• How much was your mind wandering while watching the video (i.e., how much were you thinking about things unrelated to the video?) (r)
• How boring was this video? (r)
• For how long did it feel like you were watching the video? (r)

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

Usage notes & scoring

Alphas were .85, .83, and .90 in the pretests for Experiments 1, 2, and 5, respectively (Lieberman, Morales, and Amir 2022, pp. 456, 457, 462). Validity was not discussed. Items 3 through 5 are reverse-scored. The source of the scale was not stated and is assumed to have been created by the authors, particularly Lieberman (2020), whose dissertation was the basis of the article. The scale seems feasible for measuring engagement with other video-related objects, e.g., a documentary, commercial, or game.

Citation

Lieberman, Alicea, Andrea C. Morales, and On Amir (2022), "Tangential Immersion: Increasing Persistence in Boring Consumer Behaviors," Journal of Consumer Research, 49 (3), 450-472.

Keywords