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Financial services ads and viewer response profiles: Psychometric properties of a shortened scale

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Abstract

Schlinger's Viewer Response Profile is a widely used tool in advertising research, in both commercial and academic environments. It is used in ad testing to gauge viewer reactions to television commercials. Initial research on its psychometric properties was critical of the scale; however, more recent work using more sophisticated statistical techniques and larger, more realistic, samples has been much more complimentary. This article reports on the use of a shorter version of the Schlinger scale to test financial services advertisements. The findings generally indicate that the scale can be used with confidence in that environment, and that the shorter scale generally performed well. The limitations of the study are acknowledged, managerial implications are discussed, and avenues for future research are identified.

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Acknowledgements

The authors would like to acknowledge the data collection sponsored by Toluna Ltd, a global provider of online consumer panels.

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Authors and Affiliations

  1. Dennis F. Culver EMBA Alumni Chair of Business, Beedie School of Business, Simon Fraser University, Vancouver, Canada

    Peter Steyn, Leyland Pitt & Ronika Chakrabarti

Authors
  1. Peter Steyn
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  2. Leyland Pitt
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  3. Ronika Chakrabarti
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Corresponding author

Correspondence to Leyland Pitt.

Additional information

1holds PhD, MCom, BCom (Hons) degrees and is an adjunct Professor of Marketing in the Division of Industrial Marketing, e-Commerce and Logistics at Lulea University of Technology, Sweden. He is also co-founder and managing director of Aha! Research, an online marketing research firm in Hong Kong. He served as managing director of Nielsen/NetRatings Hong Kong, Singapore, Taiwan and Korea, and as director of ACNielsen in Hong Kong and Canada. His publications have appeared in journals such as International Journal of Advertising, Business Horizons, IEEE Transactions on Professional Communication and Journal of Financial Services Marketing.

2holds PhD, MBA, MCom degrees and is the Dennis F. Culver Chair of Business in the Beedie School of Business at Simon Fraser University, Vancouver, Canada. His work has appeared in publications such as the Journal of the Academy of Marketing Science, Information Systems Research, Sloan Management Review and MIS Quarterly, which he also served as Associate Editor.

3holds PhD, MSc, BSc degrees and is a lecturer in marketing in the School of Management, Lancaster University. Her research interests include business-to-business relationships, channel management, emerging markets and advertising. She has published in journals such as the Journal of Advertising Research, Journal of Medical Marketing and the International Journal of Technology Marketing.

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Steyn, P., Pitt, L. & Chakrabarti, R. Financial services ads and viewer response profiles: Psychometric properties of a shortened scale. J Financ Serv Mark 16, 210–219 (2011). https://doi.org/10.1057/fsm.2011.23

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  • DOI: https://doi.org/10.1057/fsm.2011.23

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