You are here

Scale Reviews

Find reliable measures for use in your questionnaires. Search Now

Testimonial

As a researcher, it's important to use validated scales to ensure reliability and improve interpretation of research results. The Marketing Scales database provides an easy, unified source to find and reference scales, including information on reliability and validity.
Krista Holt
Senior Director, Research & Design, Vital Findings

Attitude Toward the Ad (Intrusiveness)

The scale measures the 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.