This scale measures how entertaining, satisfying, and enjoyable a viewer found a video program. Corkindale, Neale, and Bellman (2023) used it alongside a companion persuasion-knowledge measure to test how visible product placement affected viewers' experience of an informational TV program.
7-point Likert scale (strongly disagree (1) to strongly agree (7))
Full scale items shown. Always cite the original source when using this scale in research.
The scale was highly reliable (α = .96; Corkindale, Neale, and Bellman 2023, p. 83) among 1,003 Australian panel participants who each watched one of twelve program versions varying in branded product screen time. The scale showed strong convergent validity (AVE = .83) and discriminant validity from a persuasion-knowledge measure via the Fornell-Larcker test. Item wording was informed by an existing hedonic-contamination measure (Russell et al. 2017). The blank can be filled with other program labels (e.g., TV show, movie).
Corkindale, David, Michael Neale, and Steven Bellman (2023), "Product Placement and Integrated Marketing Communications Effects on an Informational TV Program," Journal of Advertising, 52 (1), 75-93.
Free access to 2581+ psychometric scales at PsychScales