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Developing a typology of affective responses to advertising
Author(s) -
Batra Rajeev,
Holbrook Morris B.
Publication year - 1990
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220070103
Subject(s) - typology , discriminant validity , psychology , set (abstract data type) , reliability (semiconductor) , convergent validity , cluster (spacecraft) , predictive validity , social psychology , cognitive psychology , psychometrics , developmental psychology , computer science , sociology , power (physics) , physics , quantum mechanics , anthropology , internal consistency , programming language
This article identifies—and then validates—a set of categories for use in the measurement of affective responses to advertising. Unlike previous categories developed for this purpose, these are first extracted by cluster analysis and then also subjected to formal tests for reliability and for convergent, discriminant, concurrent, and predictive validity.