Three bipolar items provide a brief global measure of how favourably a viewer evaluates a television program they have watched. Commonly used as a covariate or control variable in product placement and media research.
7-point semantic differential
Full scale items shown. Always cite the original source when using this scale in research.
Alphas of .94 (n=107) and .80 (n=11,000) across studies by Russell (2002, 2005, 2007). No validity evidence was reported. The scale has been widely applied in programme attitude and product placement research. The range in alpha across sample sizes may reflect true scale-context interactions.
Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29(December), 306–318.
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