A four-item unipolar scale designed to measure a person's beliefs regarding the way an advertisement is visually presented with an emphasis on how irritating it is.
5-point unipolar scale
Full scale items shown. Always cite the original source when using this scale in research.
Formal validity assessment was not reported by the original authors.
Burns, Kelli S. and Richard J. Lutz (2006), “The Function of Format: Consumer Responses to Six On-Line Advertising Formats,” Journal of Advertising, 35 (Spring), 53-63.
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