An eight-item, seven-point scale measuring the degree to which a person finds personalized advertising through a specific medium to be negative, irritating, and repellent. The scale uses a flexible stem that allows the focal medium to be specified (e.g., e-mail, direct mail, text messages, telemarketing). Items are uni-polar adjectives rated on a strongly disagree to strongly agree format. Adapted from a prior advertising irritation measure developed in the context of television commercials for use across four personalised advertising media. The parent study examined three determinants of advertising avoidance — perceived personalisation, privacy concerns, and ad irritation — with CFA conducted across the combined four-media dataset.
Baek, T.H., & Morimoto, M. (2012). Stay away from me: Examining the determinants of consumer avoidance of personalized advertising. Journal of Advertising, 41(1), 59-76.
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