Hedonic Pleasure from Reading

What it measures

This scale measures the enjoyment and fun a person experiences while reading a story used in marketing communications. Hamby, Tezer, and Escalas (2023) adapted the measure from an earlier entertainment-gratification scale across a series of studies on narrative-based advertising.

Response format

7-point scale (Strongly disagree (1) to Strongly agree (7))

Scale items

• It was fun for me to read the story.
• I had a good time while reading the story.
• The story was entertaining.

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

Usage notes & scoring

Reliability was consistently very high across six studies, ranging from α = .93 to .97 (Hamby, Tezer, and Escalas 2023, pp. 412, 418). Validity was not discussed. Note: the first two items focus on the reader's own affective experience while the third focuses on the story itself; these may reflect related but distinct constructs, so dimensionality should be checked before use.

Citation

Hamby, Anne, Ali Tezer, and Jennifer Edson Escalas (2023), "Significant Objects: How Eudaimonic Narratives Enhance the Value of Featured Products," Journal of Advertising, 52 (3), 406-422.

Keywords

More Advertising & Persuasion scales

• Eudaimonic Appreciation of the Story2023 · 3 items
• Eudaimonic Symbolism of the Object2023 · 3 items
• Ad Entertainingness2002 · 4 items
• Sympathetic Response to Advertising Drama2003 · 5 items
• Empathic Response to Advertising Drama2003 · 5 items
• Narrative Reflection2016 · 3 items