The scale measures momentary feelings of thankfulness using three trait-adjective items (grateful, thankful, appreciative), drawn from a foundational measure of the gratitude construct. Because gratitude is linked to prosocial behavior and subjective wellbeing, this state-level measure was used to test how branded video content emotionally affects viewers.
7-point unipolar Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
This scale was borrowed by Chang (2020) from Emmons and McCullough's (2003) established measure of gratitude, and used with US female participants recruited via MTurk. It showed excellent internal consistency (α = .97). Validity wasn't separately assessed by Chang.
Chang, C. (2020). How Branded Videos Can Inspire Consumers and Benefit Brands: Implications for Consumers’ Subjective Well-Being. Journal of Advertising, 49(5), 613–632.
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