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ment, these same ads 77) in a media vehicle unit." This to meet study. Intrusiveness occurs when audience's cognitive processes intrusive, but be perceived (1997b) noise in communication ele- content" (Speck 1997b, noise allows communication-related problems. First, ads programming content, in access to mediated environment. may completely desired content. viewer's goals, is this likely to affect likely to occur. Specifically, consumers' processing editorial content lead to more negative feelings (e.g., too loud or too long) or placement (e.g., tion may ad avoidance (Kennedy Krugrnan 1983; Park and McClung 1986; Soldow Principe 1981). marily a cognitive process which consumers may result. Intrusiveness negative emotional reactions, emotional reactions themselves. be positively correlated with mechanical ad cognitive, be- to respond. which should be broadly defined include all environments in appear. Traditional in editorial content, such noneditorial content, such rooms. Exposure ads is lent, and especially on-line. programmed to normal surfing sessions environments. The ability target ads when viewers sect potential importance as the to ads driving consumers proceeding discussion, with a consumer's ongoing cognitive processes. includes aspects media schedule to feelings perceived when consum- they read e-mail, see a editorial content in a as the cognitive processing, preceding explication to gener- 1979), thesaurus searches (Wells, Leavitt, and McConville 1971), Wells 1999; Churchill 1979). negative reactions in general were reviewed ment, these same ads 77) in a media vehicle unit." This to meet study. Intrusiveness occurs when audience's cognitive processes intrusive, but be perceived (1997b) noise in communication ele- content" (Speck 1997b, noise allows communication-related problems. First, ads programming content, in access to mediated environment. may completely desired content. viewer's goals, is this likely to affect likely to occur. Specifically, consumers' processing editorial content lead to more negative feelings (e.g., too loud or too long) or placement (e.g., tion may ad avoidance (Kennedy Krugrnan 1983; Park and McClung 1986; Soldow Principe 1981). marily a cognitive process which consumers may result. Intrusiveness negative emotional reactions, emotional reactions themselves. be positively correlated with mechanical ad cognitive, be- to respond. which should be broadly defined include all environments in appear. Traditional in editorial content, such noneditorial content, such rooms. Exposure ads is lent, and especially on-line. programmed to normal surfing sessions environments. The ability target ads when viewers sect potential importance as the to ads driving consumers proceeding discussion, with a consumer's ongoing cognitive processes. includes aspects media schedule to feelings perceived when consum- they read e-mail, see a editorial content in a as the cognitive processing, preceding explication to gener- 1979), thesaurus searches (Wells, Leavitt, and McConville 1971), Wells 1999; Churchill 1979). negative reactions in general were reviewed The Journal of Advertising to identifj. Research indicated consumers' criticisms Sandage review focuses consumer reac- advertising in McConville (1971, p. 13) "the degree to he has (1985) developed a to which a a commercial developed a feelings negative dimension fed-up. These McConville's ing intrusiveness were found were consulted item$. According to the Longn~arz Dictzonary of Contenlporury Erzgl~slz (p. 588), refers to "an someone or some- intrusiveaess with our ad intrusiveness. speczc nature of the construct, only a hted synonyms was intrusiveness included bothersome, distracting, invasive, interfering, sulted regarding words selected was generated invasive, obligated, obtrusive, requested, is to iden- unidimensional construct. a composite score mally calculated on on all as an 1985). Exploratory factor used early in this disagree with (Churchill Confirmatory factory a scale Anderson 1988). a scale should is, all a simi- parsimony should reliability, a with fewer is preferred 1982). Study 1 a cam- participants repre- viewing session. After each participant questionnaire containing ad Experinzerztal Deszgn. Two Web were created aid site. The content sites was financial aid were erately interesting both genders. to other relevant sites. were randomly assigned to they were to one of the pop-up ads, whch varied in length, page content. were able to anytme during or after display. When viewing session were asked seven-point scale was used "strongly agree" to "strongly irritation study, how the ad "extremely "not well The Journal of Advertising to identifj. Research indicated consumers' criticisms Sandage review focuses consumer reac- advertising in McConville (1971, p. 13) "the degree to he has (1985) developed a to which a a commercial developed a feelings negative dimension fed-up. These McConville's ing intrusiveness were found were consulted item$. According to the Longn~arz Dictzonary of Contenlporury Erzgl~slz (p. 588), refers to "an someone or some- intrusiveaess with our ad intrusiveness. speczc nature of the construct, only a hted synonyms was intrusiveness included bothersome, distracting, invasive, interfering, sulted regarding words selected was generated invasive, obligated, obtrusive, requested, is to iden- unidimensional construct. a composite score mally calculated on on all as an 1985). Exploratory factor used early in this disagree with (Churchill Confirmatory factory a scale Anderson 1988). a scale should is, all a simi- parsimony should reliability, a with fewer is preferred 1982). Study 1 a cam- participants repre- viewing session. After each participant questionnaire containing ad Experinzerztal Deszgn. Two Web were created aid site. The content sites was financial aid were erately interesting both genders. to other relevant sites. were randomly assigned to they were to one of the pop-up ads, whch varied in length, page content. were able to anytme during or after display. When viewing session were asked seven-point scale was used "strongly agree" to "strongly irritation study, how the ad "extremely "not well Exploratory Factor Factor Loadings Items Factor I Factor I1 - Factor 111 Interfering .83 .01 .21 Bothersome .82 .04 .I6 lnvasive .81 .04 .20 Distracting .80 .17 -.I6 Intrusive .80 -.I4 .I5 Obtrusive .79 .03 .I2 Forced .77 .02 .25 Disturbing .74 .17 -.36 Obligated .24 -.83 items indicate items loading Factor Loadings the Eight-Items Items Factor Loading response categories from Wells, McConville (1971) to be consistent in variance. The intrusiveness items seven-point scale with principal and varimax chored from "strongly to "strongly disagree." was made to reduce sessions were using a screen several reasons. factor was examined. The first debriefed about and all slope between was used and third factors was and third intrusiveness, and al. 1998). were concerned initial result factors. The did not intrusive, distracting, distinct aspects For example, may have caused factor loadings Exploratory Factor Factor Loadings Items Factor I Factor I1 - Factor 111 Interfering .83 .01 .21 Bothersome .82 .04 .I6 lnvasive .81 .04 .20 Distracting .80 .17 -.I6 Intrusive .80 -.I4 .I5 Obtrusive .79 .03 .I2 Forced .77 .02 .25 Disturbing .74 .17 -.36 Obligated .24 -.83 items indicate items loading Factor Loadings the Eight-Items Items Factor Loading response categories from Wells, McConville (1971) to be consistent in variance. The intrusiveness items seven-point scale with principal and varimax chored from "strongly to "strongly disagree." was made to reduce sessions were using a screen several reasons. factor was examined. The first debriefed about and all slope between was used and third factors was and third intrusiveness, and al. 1998). were concerned initial result factors. The did not intrusive, distracting, distinct aspects For example, may have caused factor loadings Standardized Coefficients the Seven ltems Pop-up Ads Television Commercials Magazine Ads .84 .63 Disturbing .63 .45 .47 Forced .74 .42 .62 Interfering .84 .88 .81 Intrusive .79 .53 .59 lnvasive factor loading not a robust solution. ), factor, with factor loadings .85. extracted variance was .64, Hair and (1998). a one-factor items. The eight remained were bothersome, interfering, intrusive, factor loadings (1979) and Gerbing and Anderson (19881, new data were collected to verify the unidimensionality and internal consistency of the eight items measuring ad intrusiveness. To add to the generalizability of the scale, the eight intrusiveness items television coinmercials ads. Participants viewed a television sessions, one presentation was television pro- was interrupted asked to naire measuring intrusiveness and irritation 1. A both sessions, and their were used Confirmatory factor conducted to eight intrusiveness ing, disturbing, inva- sive, and obtrusive). The data were found to fit well for television commercials (x2 ,2,,=31.22, �p.05) but not for magazine ads (~"(,,,=38.47, p) items in both television (xL i,,,=19.90, �p.10, goodness-of-fit index [GFIl=.9 1, adjusted goodness-of-fit index [AGFIl= .83, root mean squared error of approximation [RMSEAl=.09) and magazine ads (xLt,,,=22.35, �p .05, GFI= .90, AGFI=.80, RMSEA=.lO), .90 for media types (Bentler 1590). mained fit (~",,,,=18.56, �p.10, GFI= .94, hGFI=.89, RMSEA=.O6). items were used in all sequent analyses. Standardized sion commercials, not sufficient scale, because even a perfectly unidi- be affected Therefore, Gerbing be ex- (1979) and Gerbing and Anderson (1988), the seven- to be (a= .go). Construct reliability was further calculated manually using the standardized loading of pop-up ads from Amos (4.0), following Hair and colleagues (1998, p. 612), and the coefficient was .91, well above the rule of .50. A scale that is proven to be unidimensional and reliable must be further examined in terms of the construct validity, or whether the construct is mea- Standardized Coefficients the Seven ltems Pop-up Ads Television Commercials Magazine Ads .84 .63 Disturbing .63 .45 .47 Forced .74 .42 .62 Interfering .84 .88 .81 Intrusive .79 .53 .59 lnvasive factor loading not a robust solution. ), factor, with factor loadings .85. extracted variance was .64, Hair and (1998). a one-factor items. The eight remained were bothersome, interfering, intrusive, factor loadings (1979) and Gerbing and Anderson (19881, new data were collected to verify the unidimensionality and internal consistency of the eight items measuring ad intrusiveness. To add to the generalizability of the scale, the eight intrusiveness items television coinmercials ads. Participants viewed a television sessions, one presentation was television pro- was interrupted asked to naire measuring intrusiveness and irritation 1. A both sessions, and their were used Confirmatory factor conducted to eight intrusiveness ing, disturbing, inva- sive, and obtrusive). The data were found to fit well for television commercials (x2 ,2,,=31.22, �p.05) but not for magazine ads (~"(,,,=38.47, p) items in both television (xL i,,,=19.90, �p.10, goodness-of-fit index [GFIl=.9 1, adjusted goodness-of-fit index [AGFIl= .83, root mean squared error of approximation [RMSEAl=.09) and magazine ads (xLt,,,=22.35, �p .05, GFI= .90, AGFI=.80, RMSEA=.lO), .90 for media types (Bentler 1590). mained fit (~",,,,=18.56, �p.10, GFI= .94, hGFI=.89, RMSEA=.O6). items were used in all sequent analyses. Standardized sion commercials, not sufficient scale, because even a perfectly unidi- be affected Therefore, Gerbing be ex- (1979) and Gerbing and Anderson (1988), the seven- to be (a= .go). Construct reliability was further calculated manually using the standardized loading of pop-up ads from Amos (4.0), following Hair and colleagues (1998, p. 612), and the coefficient was .91, well above the rule of .50. A scale that is proven to be unidimensional and reliable must be further examined in terms of the construct validity, or whether the construct is mea- supposed to (1979) to establish construct va- analyst must to which correlates with other thing and (2) intrusiveness and relatively high correlation with irritation. In be associated with ad Because ad is a behavioral mea- offers evidence 1998). The irritation and avoidance were was used Leavitt, and McConville 1971). The scale was to be (tc=.88). trusiveness items avoidance behavior, pants' captured computer screens were participant's interaction with a pop-up ad variables. The first variable, details time almost nothing," "viewed from indicates a higher cognitive ad avoidance. variable measures behavioral ad interstitial into background before "did four categories indicated different lev- behavioral ad as the intercoder agreement was .96. sessions, with a sessions available same partici- and ad behavioral ad models were tested with (4.0), in Figure models were trusiveness versus irritation two models could model would (x2 =5.12, �p.05, GFI= .96, AGFI=.80, RMSEA=.16) and B (~"2.27, pz.10, GFI= .98, AGFI=.91, RMSEA=.05) were both found to fit well. However, affects avoidance to irritation is a significant (r=.77, p) intrusiveness and havioral ad (r= .27, pc.05). avoidance was not significant(r=.23, pz.05). were significant between irritation and behavioral ad (r=.30, p .05) irritation and ad avoidance (r=.34,p) was relatively (n=59) The relationship between cognitive ad avoidance significant in (r=.81, p) and Model B (r=.80, pc.01). Validation with validated with (1986) believes construct validity cupation with theoretical constructs and empirical inquiry involving with additional used to measure participants' to both television television commercials (Bauer Greyser 1968; register such a The reli- television commercials ((I= .85) and magazine ads ( .88), score between television commercials (G= 3.42) and magazine ads (%= television commercials were perceived supposed to (1979) to establish construct va- analyst must to which correlates with other thing and (2) intrusiveness and relatively high correlation with irritation. In be associated with ad Because ad is a behavioral mea- offers evidence 1998). The irritation and avoidance were was used Leavitt, and McConville 1971). The scale was to be (tc=.88). trusiveness items avoidance behavior, pants' captured computer screens were participant's interaction with a pop-up ad variables. The first variable, details time almost nothing," "viewed from indicates a higher cognitive ad avoidance. variable measures behavioral ad interstitial into background before "did four categories indicated different lev- behavioral ad as the intercoder agreement was .96. sessions, with a sessions available same partici- and ad behavioral ad models were tested with (4.0), in Figure models were trusiveness versus irritation two models could model would (x2 =5.12, �p.05, GFI= .96, AGFI=.80, RMSEA=.16) and B (~"2.27, pz.10, GFI= .98, AGFI=.91, RMSEA=.05) were both found to fit well. However, affects avoidance to irritation is a significant (r=.77, p) intrusiveness and havioral ad (r= .27, pc.05). avoidance was not significant(r=.23, pz.05). were significant between irritation and behavioral ad (r=.30, p .05) irritation and ad avoidance (r=.34,p) was relatively (n=59) The relationship between cognitive ad avoidance significant in (r=.81, p) and Model B (r=.80, pc.01). Validation with validated with (1986) believes construct validity cupation with theoretical constructs and empirical inquiry involving with additional used to measure participants' to both television television commercials (Bauer Greyser 1968; register such a The reli- television commercials ((I= .85) and magazine ads ( .88), score between television commercials (G= 3.42) and magazine ads (%= television commercials were perceived