Convergent and discriminant validity of television commercial rating scales

John L. Lastovicka

Research output: Contribution to journalArticlepeer-review

34 Scopus citations

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

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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