Measures the degree to which a consumer finds an advertisement informative, useful, understandable, and sufficient for their needs. Authors referred to this as informativeness. Used across pretests and main studies in research on kinetic properties in online advertising, where controlling for informational quality was important when isolating effects of ad movement on novelty perceptions.
Kim, J., & Lakshmanan, A. (2015). How kinetic property shapes novelty perceptions. Journal of Marketing, 79(6), 94-111.
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