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

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.