The Consumption of Television Programming: Development and Validation of the Connectedness Scale

Journal of Consumer Research, 31 (1), 150-161, 2004

12 Pages Posted: 18 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

Andrew Norman

Drake University

Susan Heckler

University of St. Thomas - Department of Marketing

Date Written: 2004

Abstract

The consumption of television programming is of particular interest to consumer researchers because of the potential influence of television characters as referent others. Connectedness characterizes the intensity of the relationship(s) that viewers develop with television programs and their characters. We describe a three-phased research program that develops and presents preliminary validation of a measure of connectedness. We differentiate connectedness from the related but distinct constructs of attitude and involvement. The potential of the connectedness scale to further our understanding of the consumption of television programming and its psychological and sociological effects on viewers are articulated and tested in a series of studies.

Suggested Citation

Russell, Cristel and Norman, Andrew and Heckler, Susan, The Consumption of Television Programming: Development and Validation of the Connectedness Scale (2004). Journal of Consumer Research, 31 (1), 150-161, 2004. Available at SSRN: https://ssrn.com/abstract=2691675

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

Andrew Norman

Drake University ( email )

Des Moines, IA 50311
United States

Susan Heckler

University of St. Thomas - Department of Marketing ( email )

United States

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