The purpose of this scale is to measure the degree to which a consumer includes some important brands in his/her self-concept. Eight, seven-point Likert-type items are used to measure the construct.
This is a seven-point, four-item semantic differential scale that is supposed to measure a person's intrinsic involvement with a particular advertisement.
This is a three-item, seven-point Likert-like scale measuring how much attention is paid to a certain ad based mostly on the consumer's purchasing considerations and expressed need for the advertised item.
The three-item, five-point scale assesses a person's interest-related emotional experience. The directions and response scale can be worded so as to measure the intensity of the emotional state at the present time or they can be adjusted to measure the frequency with which a person has experienced the emotion during some specified time period. One-word items were used in the study by Westbrook and Oliver (1991) and phrases based on those same items were used by Allen, Machleit, and Kleine (1992).
The scale is intended to measure the degree to which a person is immersed in some text (ad, story, poetry) such that its events and characteristics are more accessible than those in the person's real-world surroundings.
The scale is composed of seven-point semantic differentials that are used to measure the degree to which a person was cognitively engaged in a task. As currently stated, the items are most appropriate for use when study participants are expected to carefully read some information about a product.
Three, seven-point Likert-type items are used to measure the interest and relevance a person expresses having in a message.
This is a five-item, six-point Likert-type scale that is supposed to measure the degree to which a person describes an activity or experience as being so absorbing that everything else is forgotten for a while. This scale was simply called involvement by Unger (1981; Unger and Kernan 1983) and the activity investigated was subjective leisure. In the study by Guiry, Mägi, and Lutz (2006) the activity was recreational shopping.
The sixteen-item, five-point Likert-type scale measures the intensity of the relationship that a viewer has with the characters and setting of a TV program and the extent to which it affects the viewer's self-identity.
Three, seven-point Likert-type items are used to measure how interesting and enjoyable it is to browse a website. The scale was referred to as the interest subfactor of a second-order construct that Wang et al. (2007) called flow. While this factor and the others measured by Wang et al. (2007) might be viewed together as composing flow, they do not by themselves (independently) appear to measure flow. Given this, the scales are not individually referred to in the database as measures of flow.
