search query: @author Li, H. / total: 17
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| Author: | Li, H. Edwards, S.M. Lee, J-H. |
| Title: | Measuring the intrusiveness of advertisements: Scale development and validation |
| Journal: | Journal of Advertising
2002 : SUMMER, VOL. 31:2, p. 37-47 |
| Index terms: | Advertising Psychology Statistical methods Models USA |
| Language: | eng |
| 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. Among others, the study uses expert-generated adjective lists to derive a new measure of advertising intrusiveness. The scale is validated using samples in different experimental conditions and is found to be valid, reliable, and parsimonious. The importance of such a scale for the field of advertising is discussed. |
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