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Marshfield Clinic Research Foundation

television

Four, seven-point Likert-type items measure a person’s usage of two media at the same time to perform one or more tasks.  To be clear, the scale focuses on what a person did in a particular situation rather than his/her tendency over time to multi-task.

How much a person attentively watched a television program and considered it to be fascinating is measured in the scale with three, seven-point Likert-type items.

The extent to which a person believes that a particular program provided him/her with new ideas and other information is measured with three, six-point Likert-type items.

A person’s attitude about the appropriateness of sex being used in advertising, TV programs, and other media is measured with three items.

Four, four-point items are used to measure the extent to which a person watches, attends, and enjoys a particular sport.

A person’s interest in and frequency of watching a particular sports-related event is measured with three, four-point items.

The extent to which a person expresses his/her identity by watching a particular event is measured with three items.

Four items are used in the scale to measure a person's negative opinion of a branded product shown in a television program.  As currently phrased, the items are meant for a report or news-related program.  However, slight editing of the statements could make them amenable for use in other situations, e.g., game shows, situation comedies, movies, etc.

This is a three-item, five-point Likert-type scale that measures the degree to which a person believes TV commercials are a good source of information about products.

Four, five-point Likert-type statements are used to measure the extent that one expresses positive beliefs and affect toward TV commercials, particularly as it helps a user of a product feel connected to it.