Convergent and discriminant validity of television commercial rating scales

John L. Lastovicka

Research output: Contribution to journalArticle

34 Citations (Scopus)

Abstract

There is no published evidence of examination of convergent and discriminant validity for any set of measures of viewer reaction to television commercials. The present study begins to fill this gap by comparing three Likert-type scales of three copy testing concepts (Relevance, Confusion and Entertainment) with measures obtained from the content analysis of viewer verbatim comments obtained from open questioning. A multiconcept-multimethod covariance matrix of viewer responses is modeled in light of the standards of convergent and discriminant validity with confirmatory factor analysis. The analysis provides evidence for the measurement validity for two of the three scales.

Original languageEnglish (US)
Pages (from-to)14-15
Number of pages2
JournalJournal of Advertising
Volume12
Issue number2
DOIs
StatePublished - Jun 1 1983
Externally publishedYes

Fingerprint

television commercials
Factor analysis
rating scale
Covariance matrix
Television
Testing
entertainment
evidence
factor analysis
content analysis
examination
Television commercials
Convergent validity
Rating scales
Discriminant validity
Entertainment
Multi-method
Confirmatory factor analysis
Content analysis

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

Cite this

Convergent and discriminant validity of television commercial rating scales. / Lastovicka, John L.

In: Journal of Advertising, Vol. 12, No. 2, 01.06.1983, p. 14-15.

Research output: Contribution to journalArticle

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