An Empirical Evaluation of the Reversal Theory State Measure UsingThree Running Brand Video Commercials

Article

Watkins, Leo, Wilson, Marcia, Mcdermott, M. and Buscombe, R. 2016. An Empirical Evaluation of the Reversal Theory State Measure UsingThree Running Brand Video Commercials. Journal of Motivation, Emotion, and Personality. 5, pp. 27-36. https://doi.org/10.12689/jmep.2016.504
AuthorsWatkins, Leo, Wilson, Marcia, Mcdermott, M. and Buscombe, R.
Abstract

This paper reports on the first known empirical use of the Reversal Theory State Measure (RTSM) since its publication by Desselles et al. (2014). The RTSM was employed to track responses to three purposely-selected video commercials in a between-subjects design. Results of the study provide empirical support for the central conceptual premise of reversal theory, the experience of metamotivational reversals and the ability of the RTSM to capture them. The RTSM was also found to be psychometrically sound after adjustments were made to two of its three component subscales. Detailed account and rationale is provided for the analytical process of assessing the psychometric robustness of the RTSM, with a number of techniques and interpretations relating to component structure and reliability discussed. Agreeability and critique of the two available versions of the RTSM – the bundled and the branched – is also
examined. Researchers are encouraged to assist development of the RTSM through further use, taking into account the analysis and recommendations presented.

JournalJournal of Motivation, Emotion, and Personality
Journal citation5, pp. 27-36
ISSN2331-2343
Year2016
PublisherThe Reversal Theory Society
Publisher's version
License
CC BY-ND
File Access Level
Anyone
Digital Object Identifier (DOI)https://doi.org/10.12689/jmep.2016.504
Publication dates
Print01 Apr 2016
Publication process dates
Deposited03 May 2016
Accepted08 Jan 2016
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