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Marshfield Clinic Research Foundation

Ad Format Beliefs (Entertainment)

Eight, five-point uni-polar items are used to measure a person's beliefs about the way an advertisement is visually presented with an emphasis on how novel and attractive it is. The study by Burns and Lutz (2006) focused on the types of ad formats used online, e.g., banners, pop-ups, skyscrapers, interstitials. A five-point Likert-type response format was used with the items.