An Empirical Evaluation of the Reversal Theory State Measure UsingThree Running Brand Video Commercials
Watkins, L., Wilson, M., 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
|Watkins, L., Wilson, M., McDermott, M. and Buscombe, R.
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.
|Journal of Motivation, Emotion, and Personality
|5, pp. 27-36
|The Reversal Theory Society
File Access Level
|Digital Object Identifier (DOI)
|01 Apr 2016
|Publication process dates
|03 May 2016
|08 Jan 2016
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