Motivated Commercial Viewing Attention

What it measures

Three items measure the strength of a viewer's motivation to remain with and pay attention to advertisements during commercial breaks, as opposed to channel switching or leaving the room. Differentiates active attention from passive or incidental ad exposure.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I did not want to leave the room during the commercial breaks because I did not want to miss the ads.
• I did not want to change the channel during the commercial break because I wanted to watch the ads.
• How much attention did you pay to the ads during __________?

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

Usage notes & scoring

Two items adapted from Speck and Elliot (1997). The third item ('How much attention did you pay to the ads during __________?') uses a blank to be filled with the program name, and has not at all / very much anchors rather than agree/disagree — the mixed response format within a single scale should be noted when reporting. Some limited convergent and discriminant validity evidence reported.

Citation

Jin, H. S. (2004). Compounding consumer interest. Journal of Advertising, 32(4), 29–41.

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