Measuring the Intrusiveness of Advertisements: Scale Development and Validation

@article{Li2002MeasuringTI,
  title={Measuring the Intrusiveness of Advertisements: Scale Development and Validation},
  author={Hairong Li and S. Edwards and J. Lee},
  journal={Journal of Advertising},
  year={2002},
  volume={31},
  pages={37 - 47}
}
  • Hairong Li, S. Edwards, J. Lee
  • Published 2002
  • Psychology
  • Journal of Advertising
  • Abstract The current study examines consumers'perceptions of the intrusiveness of advertisements. A scale is developed to tap an underlying construct that has not previously been measured. Following traditional methods of scale development, the study uses expert-generated adjective lists, expands possible measures using a thesaurus, and finally reduces the number of items statistically to derive a new measure of advertising intrusiveness. The scale is validated using samples in different… CONTINUE READING
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