Product/Story Connection

What it measures

A multiple-item Likert-type scale designed to measure the extent to which a viewer believes that the role played by a product in a show (tv, movie, play) was pertinent to the story line.

Response format

7-point Likert scale

Scale items

• played an important role in the story.
• Without the references to __________, the story would be different.
• was connected to the plot.
• were an integral part of the plot.

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

Usage notes & scoring

Reported alpha coefficients range from .70 to .81 across samples or studies.

Citation

Homer, Pamela (2009), "Product Placements: The Impact of Placement Type and Repetition on Attitude," Journal of Advertising, 38 (3), 21-31.

Keywords