The DOI matches its Crossref record; 35 of the 35 references it cites were found in a registry or an index.
Measuring the Intrusiveness of Advertisements: Scale Development and Validation
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 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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Cites
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Cited by
Friends, Fans, and Followers: Do Ads Work on Social Networks?: How Gender and Age Shape Receptivity
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011) · Journal of Advertising Research · doi:10.2501/jar-51-1-258-275 · Cited by 656
Gamification and Mobile Marketing Effectiveness
Hofacker, C. F., de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2016.03.001 · Cited by 482
Digital marketing strategies that Millennials find appealing, motivating, or just annoying
Smith, K. T. (2011) · Journal of Strategic Marketing · doi:10.1080/0965254x.2011.581383 · Cited by 363
Luo, X., Andrews, M., Fang, Z., & Phang, C. W. (2014) · Management Science · doi:10.1287/mnsc.2013.1836 · Cited by 299
Customization of online advertising: The role of intrusiveness
van Doorn, J., & Hoekstra, J. C. (2013) · Marketing Letters · doi:10.1007/s11002-012-9222-1 · Cited by 283
Metadata
- Authors
- Li, H., Edwards, S. M., & Lee, J.-H.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2002-06
- Volume
- 31
- Issue
- 2
- Pages
- 37-47
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1981462816
- Cited by
- 729
- References
- 35
- FWCI
- 23.65
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
