Initial Validation and Reliability of the Single-Item Measure of Immersion

In the present research we provide preliminary evidence of the convergent and divergent validity, test-retest reliability, and the utility of a single-item measure of media immersion. Convergent validity of the measure was demonstrated through positive correlations between the single-item measure and previously published measures of immersion with respect to one's favorite movie (Study 1) and the last video game respondents played (Study 2). Divergent validity was demonstrated through nonsignificant relationships between the single-item measure and a measure of socially desirable responding (Studies 2 and 3) and right-wing authoritarianism (Study 3). The measure was also found to have adequate test-retest reliability (Study 4). Finally, the utility of the measure was demonstrated through its ability to discriminate differences between fan ratings of fan and non-fan related media (Study 5). Taken together, the results provide strong preliminary support for the validity, reliability, and utility of this single-item measure of immersion. Implications for media research, limitations of the studies, and future directions for the application of the scale are discussed.