Category versus labeled magnitude scale measures of immediate conscious leisure experiences: Engagement, immersion, and absorption

Abstract

We developed and validated single-item category (CAT) and labeled magnitude (LM) scales of three recalled immediate conscious leisure experiences: engagement, immersion, and absorption. These minimally invasive scales are suitable for use in experiments, surveys, and evaluations in the travel and leisure industries. The CAT scales followed a familiar Likert-type format, while the LM scales involved calibration by 169 judges using two modalities (drawing lines of differing lengths and providing numeric magnitude judgments) to establish empirically determined ratio-scaled distances among seven modifiers (not at all, slightly, somewhat, quite, very, greatly, and extremely). We collected 3,821 experience observations from 621 visitors to entertainment, recreation, and tourism venues using both scales. Theoretical determinants and results of engagement, immersion, and absorption were measured. Results supported the validity of both scales. LM measures are preferred because they reduced halo effects, generated greater variance, and provided ratio-level measures of intensity of the three immediate conscious experiences.