Interest in Trying a Featured Brand

What it measures

This scale measures how interested a consumer is in trying, sampling, and learning more about a brand they encountered in content such as a video. Hamby and Russell (2022) used it to study how ambivalence shapes young consumers' responses to a risky product featured on TikTok.

Response format

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

Scale items

• To what extent are you interested in trying ___, the product featured in the video?
• If given the opportunity, would you try ___?
• Would you be interested in receiving a sample package of ___?
• To what extent are you interested obtaining more information about ___.

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

Usage notes & scoring

The scale was reliable (α = .91; Hamby and Russell 2022, p. 850) among 383 Prolific participants under 25 who were active TikTok users. Validity was not separately discussed. The blank should be filled with the focal brand name; item wording referencing "the video" can be adjusted or removed for other contexts. Note: this is a distinct scale from the differently authored "Brand Interest" measure already in this database (ID 2049).

Citation

Hamby, Anne and Cristel Russell (2022), "How Does Ambivalence Affect Young Consumers' Response to Risky Products?" Journal of the Academy of Marketing Science, 50 (4), 841-863.

Keywords

More Branding & Brand Psychology scales

• Engagement with the Brand2023 · 3 items
• Brand Interest2020 · 4 items
• Company Product Purchase Intention Scale2015 · 3 items
• Consumer-Brand Personal Identification2022 · 5 items
• Attitudinal Brand Loyalty2023 · 3 items
• Brand Exclusivity From Limited Availability2023 · 3 items