Interest in the Ad Vehicle

INTADVConsumer interest in and enjoyment of the media vehicle carrying advertising

3 items 2002 α .92 Free De Pelsmacker, P., Geuens, M., & Anckaert, P.

What it measures

Three items assess a person's interest in and enjoyment of the media vehicle (TV programme or magazine) in which an advertisement appears, independent of the ads themselves.

Citation

De Pelsmacker, P., Geuens, M., & Anckaert, P. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, 31(2), 49–61.

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