Transportation

What it measures

A multiple-item scale measuring transportation.

Response format

7-point Likert scale

Scale items

• While I was reading the narrative, I could easily picture the events in it taking place.
• While I was reading the narrative, activity going on in the room around me was on my mind. (r)
• I could picture myself in the scene of the events described in the narrative.
• I was mentally involved in the narrative while reading it.
• After finishing the narrative, I found it easy to put it out of my mind. (r)
• I wanted to learn how the narrative ended.
• The narrative affected me emotionally.
• I found myself thinking of ways the narrative could have turned out differently.
• I found my mind wandering while reading the narrative. (r)
• The events in the narrative are relevant to my everyday life.
• The events in the narrative changed my life.
• While reading the narrative, I had a vivid image of the __________.
• While reading the narrative, I had a vivid image of the __________.

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

Citation

Chang, Chingching (2009), “‘Being Hooked’ by Editorial Content,” Journal of Advertising, 38 (1), 21-33.

Keywords