The VRP is one of the earliest validated multidimensional frameworks for measuring consumer responses to television advertising. Schlinger (1979) developed the VRP through factor analysis of open-ended consumer responses to commercials, yielding seven distinct response dimensions that go beyond simple evaluative reactions to capture the cognitive, affective, and relational texture of ad processing. Entertainment captures enjoyment, interest, and aesthetic pleasure from the ad; Confusion assesses whether the message is difficult to comprehend or confusing; Relevant News measures whether the ad provides new and personally useful product information; Brand Reinforcement captures the degree to which the ad confirms and strengthens prior positive brand associations; Empathy assesses identification with the characters, situations, or emotions depicted; Familiarity reflects whether the ad format and content feels known or expected; and Alienation captures feelings of being personally targeted negatively or manipulated by the ad. The VRP was developed primarily for television commercials but has been adapted for other advertising media. Its multidimensional profile approach enables researchers to distinguish between ads that engage via entertainment versus information versus emotional resonance, and to identify advertising execution strategies that are confusing or alienating to target audiences.
Schlinger, M.J. (1979). A profile of responses to commercials. Journal of Advertising Research, 19(2), 37–46.
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