Psychometric properties of the schlinger Viewer Response Profile (VRP): Evidence from a large sample

dc.contributor.author	Strasheim A.	en
dc.contributor.author	Pitt L.	en
dc.contributor.author	Caruana A.	en
dc.date.accessioned	2012-11-01T16:31:28Z
dc.date.available	2012-11-01T16:31:28Z
dc.date.issued	2007	en
dc.identifier.citation	Journal of Advertising	en
dc.identifier.citation	36	en
dc.identifier.citation	4	en
dc.identifier.issn	913367	en
dc.identifier.other	10.2753/JOA0091-3367360408	en
dc.identifier.uri	http://hdl.handle.net/10500/7253
dc.description.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. © 2007 American Academy of Advertising, All rights reserved.	en
dc.language.iso	en	en
dc.title	Psychometric properties of the schlinger Viewer Response Profile (VRP): Evidence from a large sample	en
dc.type	Article	en