Article Abstract

“The Consumption of Television Programming: Development and Validation of the Connectedness Scale”
|by Cristel A. Russell Andrew T. Norman and Susan E. Heckler (2004) – Journal of Consumer Research, 31 (1), 150-161.

Abstract: The consumption of television programming is of particular interest to consumer researchers because of the potential influence of television characters as referent others. Recognizing that individuals differ in the way they interact with their television programs and characters, we propose connectedness as a rich construct to characterize the intensity of the relationship(s) between a viewer, a TV program and its characters. We describe the results of a three-phased research program that develops and presents preliminary validation of a measure of connectedness. 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.

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