Television Character/Product Association

What it measures

A three-item Likert-type scale designed to measure the degree to which a viewer believes there is a relationship between a character on a tv program and a product appearing in the program.

Response format

5-point scale

Scale items

• The __________ was strongly associated with this character.
• The character interacted with __________.
• The character expressed like/dislike for __________).

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

Usage notes & scoring

Internal consistency (alpha = .84) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Russell, Cristol Antonia and Barbara B. Stern (2006), “Consumers, Characters, and Products: A Balance Model of Sitcom Product Placement Effects,” Journal of Advertising, 35 (Spring), 7-21.

Keywords