Seven items assess the degree to which a person perceives an advertisement as having disrupted their processing of non-advertising media content, spanning TV, web, and print contexts.
7-point Likert-type (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Developed by Li, Edwards, and Lee (2002) through two studies reducing an 11-item pool. Alphas .90 (interstitials), .85 (TV), .88 (magazines); .91 for pop-up ad application. A companion entertainingness and informativeness scale by Edwards et al. (2002) uses the same response format.
Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 37–47.
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