Measuring the Intrusiveness of Advertisements: Scale Development and Validation

Abstract

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.