Dark Narrative Transportation Scale – DNTS
Measures consumer narrative transportation and engagement when exposed to dark storytelling in advertisements.
Scale Development & Technical Details
Scale Overview
The Dark Narrative Transportation Scale – DNTS was developed by Colin Campbell, Sean Sands, and Carla Ferraro (2023). It is designed to measure Dark Narrative Transportation. The scale is intended for use with Adults.
Scale Structure
This instrument consists of 3 items.
Response Format
Respondents rate each item using a 5-point agreement scale (1 = Strongly Disagree to 5 = Strongly Agree).
Scoring
Item scores are averaged to produce a mean score.
Total scores range from 1 to 7. Interpretation guidelines:
- Low Narrative Transportation: 1 – 3
- Moderate Narrative Transportation: 4 – 5
- High Narrative Transportation: 6 – 7
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of 0.89.
Administration
The scale is self-administered and typically takes approximately 2 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.