Enjoyment of Looking at the Pictures

What it measures

A three-item scale measuring a consumer's hedonic enjoyment of a picture-viewing experience. Items assess overall enjoyment, the pleasurableness of the activity, and expressed liking. Developed to capture the experiential enjoyment of a brief picture-viewing task, the scale is sensitive to environmental factors — such as the presence of co-located food — that reduce immersion and diminish positive affect during the experience.

Response format

7-point unipolar (1 = not at all, 7 = very much)

Scale items

• I enjoyed looking at the pictures.
• Looking at the pictures was pleasurable.
• I liked looking at the pictures.

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

Usage notes & scoring

Two reliability estimates: α = .92 (Study 5, n = 119 undergraduates) and α = .97 (Study 6, n = 225 undergraduates) — Garbinsky & Klesse (2021). Response anchors: 1 = "not at all," 7 = "very much." VALIDITY: Not reported. Items appear original to the authors. Same paper as Enjoyment of the Meal (ENJM, ID 2143) and Engagement in the Experience (ENEX, ID 2142). In Study 5 the scale served as the dependent variable in a serial mediation model via mental imagery and task engagement. In Study 6 it was used alongside a negative-pictures condition to demonstrate that the food-presence effect reverses for negative target experiences.

Recommended companion scales

Citation

Garbinsky, Emily N. and Anne-Kathrin Klesse (2021). How (and when) the presence of food decreases enjoyment of customer experiences. Journal of Marketing Research, 58(4), 705–720.

Keywords