Advertising Avoidance (General)

What it measures

A multiple-item Likert-type scale designed to measure how frequently a person engages in behaviors to limit exposure to advertising.

Response format

7-point scale

Scale items

• switch TV channels.
• switch radio channels.
• flip past ad pages in a magazine.
• skip ads in the newspaper
• avoid ads on the Web by blocking pop-up ads, scrolling down, and closing pop-up windows.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Internal consistency (alpha = .80) was reported in the primary study. Formal validity assessment was not reported by the original authors.

Citation

Cho, Chang-Hoan, and Hongsik J. Cheon (2004), “Why Do People Avoid Advertising on the Internet?” Journal of Advertising, 33 (4), 89–97.

Keywords