Dissatisfaction with Mobile Advertisers

What it measures

A multiple-item scale measuring dissatisfaction with mobile advertisers.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I feel dissatisfied with my earlier choice to send my personal information to mobile advertisers.
• My experience in responding to mobile advertising is very unsatisfactory.
• In the past, my decision to send my personal information to mobile advertisers has not been a wise one.

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

Usage notes & scoring

Internal consistency (alpha = .91) was reported in the primary study. Convergent and discriminant validity evidence was provided by the original authors.

Citation

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

Keywords