Measuring the Intrusiveness of Advertisements: Scale Development and Validation

  title={Measuring the Intrusiveness of Advertisements: Scale Development and Validation},
  author={Hairong Li and Steven M. Edwards and Joo Hyun Lee},
  journal={Journal of Advertising},
  pages={37 - 47}
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… Expand
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  • Bled eConference
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