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https://www.um.edu.mt/library/oar/handle/123456789/17293| Title: | Psychometric properties of the schlinger Viewer Response Profile (VRP) : evidence from a large sample |
| Authors: | Strasheim, Arien Caruana, Albert Pitt, Leyland F. |
| Keywords: | Advertising Consumers -- Research Management -- Research Psychometrics Confirmatory factor analysis |
| Issue Date: | 2007 |
| Publisher: | Taylor & Francis Group |
| Citation: | Strasheim, A., Pitt, L., & Caruana, A. (2007). Psychometric properties of the schlinger Viewer Response Profile (VRP): evidence from a large sample. Journal of Advertising, 36(4), 101-114. |
| Abstract: | The Viewer Response Profile (VRP) scale is often used in commercial advertising research, and frequently used and cited in the academic advertising literature. This paper describes an investigation of the psychometric soundness of the Schlinger scale among a very large sample of respondents (N = 4,800) who each view a single ad from a large set of ads. Confirmatory factor analysis (CFA) provides an alternative parsimonious 20-item version of the scale that is found to exhibit superior psychometric properties. Managerial and research implications are discussed and suggestions for further improvement of the scale are offered. |
| URI: | https://www.um.edu.mt/library/oar//handle/123456789/17293 |
| Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Psychometric Properties of the Schlinger Viewer Response Profile.pdf Restricted Access | 1.7 MB | Adobe PDF | View/Open Request a copy |
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