Need for Drama: Scale Development

Drama, which is defined as a situation or series of events having vivid, emotional, conflicting, or striking interest or results, contributes to and is reflected in the development of products and services. Products and services “perform” for consumers (Deighton 1992). Marketers use drama in advertisements, product placements, and retail events in an effort to develop affective bonds with consumers since these “stories” are processed less evaluatively than arguments (where the marketer’s persuasive intent is clear) (Deighton et al. 1989). Drama is also important because it can appeal to consumers in a way that affects consumption behavior. For example, in July 2010, NASCAR considered changes to the race format to make it more dramatic because it thought doing so would entice lost NASCAR viewers to return (Long 2010).