Measuring the intrusiveness of advertisements: Scale development and validation

@inproceedings{Li2002MeasuringTI,
  title={Measuring the intrusiveness of advertisements: Scale development and validation},
  author={Hairong Li and Steven M. Edwards and Joo Hyun Lee},
  year={2002}
}
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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