Seven descriptors are used to measure the extent to which a person perceives that an advertisement has interfered with his/her processing of the non-advertising content of a medium, e.g., watching a TV program, surfing the web, reading articles in a magazine. Although the construct is theorized to lead to negative affective reactions (irritation) and behavioral responses (avoidance), it is viewed as distinct from them.
The five item, seven-point Likert-type scale appears to measure a person's negative affective reaction to some specific stimulus.
The eight item, seven-point Likert-type scale appears to measure a person's positive affective reaction to some specific stimulus.
Three, seven-point statements are used to measure a person's opinion of the relative physical attractiveness of a model (female) featured in an ad as compared to other models that are normally seen.
The scale is composed of three, seven-point items measuring the extent to which a person reports engaging in behaviors that indicate he/she tries to avoid ads appearing in magazines.
