TV Program Connectedness Scale

What it measures

A 16-item higher-order measure of viewer-programme relationships, validated across student samples and an n=11,000 web/mail survey across eight TV genres. Overall mean M=2.64 (SD=0.68) in the n=11,000 sample. Six first-order factors load onto a single higher-order Connectedness construct. Factor intercorrelations 0.15–0.62; first-order loadings onto higher-order factor 0.32–1.16. TV Connectedness predicts long-term recall of product placements (above and beyond involvement and attitude), brand community with the show, social network size around the show, and recall of brands shown in the programme. Discriminant from attitude toward the show (r=0.26) and involvement (r=0.53). Critical for product placement research, branded entertainment, and parasocial relationship studies.

Representative items

• Watching [programme] is an escape for me. (Escape)
• I like the clothes they wear on [programme]. (Fashion)
• I imitate the gestures and facial expressions from the characters in [programme]. (Imitation)
• I learn to handle real-life situations by watching [programme]. (Modeling)
• I would love to be an actor in [programme]. (Aspiration)

Citation

Russell, C.A., Norman, A.T., & Heckler, S.E. (2004). The consumption of television programming: Development and validation of the connectedness scale. Journal of Consumer Research, 31(1), 150–161.