Talk:Annoyance factor
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Analysis exhibit involving annoyance factor
[edit]Factor analysis of perceptual items and attitude measures in online advertising:
I put this here with the hope that someone might artfully explain it in laymen language for possible inclusion in the article.
- ("The Function of Format: Consumer Responses to Six On-Line Advertising Formats," by Kelli S. Burns, PhD, and Richard J. Lutz, PhD, Journal of Advertising, Vol. 35, No. 1, Spring 2006, pps. 53–63; OCLC 4646618174; ISSN 0091-3367; accessible via JSTOR at www
.jstor .org /stable /20460712)
Academicians Kelli S. Burns, PhD, and Richard J. Lutz, PhD, surveyed online users in 2002. In doing so, they chose six online ad formats: (i) banners, (ii) pop-ups, (iii) floating ads, (iv) skyscrapers, (v) large rectangles, and (vi) interstitials.
To develop perceptual factors, ratings of the 15 perceptual items for all six on-line ad formats were run through principal components analysis with varimax rotation. The authors inferred – from a scree plot – a possible three-factor solution. The first three factors accounted for over 68% of the total variance. The remaining 12 reflected no more than 5% of the variance, each. Table 1, below, produced by Burns and Lutz, shows the loadings of the factors generated through principal component extraction and varimax rotation.
Table 1 | ||||
Summary of Factor Loadings for the Rotated Three-Factor Solution for Perceptual Items | ||||
Perception | Factor scores | |||
Factor I entertainment |
Factor II annoyance |
Factor III information | ||
1) | Innovative | 0.81 | (0.01) | 0.07 |
2) | Different | 0.75 | (0.01) | (0.06) |
3) | Entertaining | 0.75 | (0.27) | 0.14 |
4) | Sophisticated | 0.72 | (0.07) | 0.22 |
5) | Amusing | 0.71 | (0.34) | 0.11 |
6) | Elaborate | 0.70 | 0.24 | 0.17 |
7) | Eye-catching | 0.70 | 0.24 | 0.17 |
8) | Attractive | 0.64 | (0.37) | 0.32 |
9) | Disruptive | (0.04) | 0.89 | (0.21) |
10) | Intrusive | 0.06 | 0.87 | (0.14) |
11) | Overbearing | (0.03) | 0.86 | (0.23) |
12) | Annoying | (0.12) | 0.85 | (0.25) |
13) | Informative | 0.08 | (0.23) | 0.84 |
14) | Useful | 0.29 | (0.37) | 0.74 |
15) | Beneficial | 0.35 | (0.45) | 0.65 |
(2002) | Green boldface data indicate items loading on each factor |
Table 2 | ||||||
Mean Scores for Perceptual Factor Indices (with Coefficient ∝) for Each On-line Ad Format | ||||||
Banner | Pop-up | Skyscraper | Large rectangle | Floating | Interstitial | |
Attitude | n = 102 | n = 102 | n = 97 | n = 117 | n = 76 | n = 81 |
Entertainment | ||||||
M | 2.87 | 2.94 | 3.20 | 3.19 | 4.01 | 3.51 |
SD | 0.59 | 0.81 | 0.60 | 0.68 | 0.56 | 0.72 |
∝ | 0.79 | 0.89 | 0.83 | 0.87 | 0.78 | 0.89 |
| ||||||
Annoyance | ||||||
M | 2.95 | 4.19 | 2.23 | 2.96 | 3.69 | 3.18 |
SD | 0.95 | 0.90 | 0.70 | 0.96 | 1.00 | 1.09 |
∝ | 0.85 | 0.84 | 0.88 | 0.90 | 0.94 | 0.95 |
| ||||||
Information | ||||||
M | 3.11 | 2.58 | 3.59 | 3.47 | 2.87 | 3.17 |
SD | 0.89 | 0.85 | 0.72 | 0.72 | 0.88 | 0.79 |
∝ | 0.82 | 0.81 | 0.85 | 0.81 | 0.79 | 0.78 |
(2002) | Note: 1 = strongly disagree; 5 = strongly agree |
Table 3 | ||||||
Mean Scores for Attitude Indices (with ∝) for Each On-line Ad Format | ||||||
Banner | Pop-up | Skyscraper | Large rectangle | Floating | Interstitial | |
Attitude | n = 102 | n = 102 | n = 97 | n = 117 | n = 76 | n = 81 |
Aad | ||||||
M | 3.42 | 2.86 | 4.05 | 3.90 | 3.40 | 3.53 |
SD | 0.88 | 1.19 | 0.87 | 0.83 | 1.35 | 1.19 |
∝ | 0.86 | 0.94 | 0.94 | 0.89 | 0.96 | 0.95 |
| ||||||
Aformat | ||||||
M | 3.25 | 1.85 | 3.83 | 3.36 | 3.07 | 3.29 |
SD | 1.00 | 1.07 | 0.82 | 0.92 | 1.41 | 1.06 |
∝ | 0.92 | 0.95 | 0.92 | 0.92 | 0.97 | 0.95 |
(2002) |
Table 4 | ||||||
Regression Results (β Weights and R2) for Predictors of Aformat for All Formats | ||||||
Banner | Pop-up | Skyscraper | Large rectangle | Floating | Interstitial | |
Entertainment factor | 0.23* | 0.23* | 0.42** | 0.37** | 0.30** | 0.33** |
Annoyance factor | (0.42)** | (0.42)** | (0.42)** | (0.47)** | (0.60)** | (0.51)** |
Information factor | 0.24* | 0.24* | 0.11 | 0.12 | 0.12 | 0.31** |
Adjusted R2 | 0.44** | 0.44** | 0.53** | 0.63** | 0.69** | 0.80** |
*p < 0.05 **p < 0.01 | ||||||
(2002) |
Table 5 | ||||||
Regression Results (β Weights and R2) for Aformat for All Formats | ||||||
Banner | Pop-up | Skyscraper | Large rectangle | Floating | Interstitial | |
Attitude towards format | 0.39** | 0.56** | 0.68** | 0.75** | 0.81** | 0.86** |
Adjusted R2 | 0.14** | 0.30** | 0.45** | 0.56** | 0.66** | 0.74** |
*p < 0.05 **p < 0.01 | ||||||
(2002) |
Table 6 | ||||||||||||
Regression Results (β Weights and R2) for Predictors of Aformat for All Formats | ||||||||||||
Banner | Pop-up | Skyscraper | Large rectangle | Floating | Interstitial | |||||||
w/o | with | w/o | with | w/o | with | w/o | with | w/o | with | w/o | with | |
Entertainment factor | 0.31** | 0.27* | 0.53** | 0.46** | 0.36** | 0.14 | 0.27** | 0.04 | 0.28** | 0.09 | 0.32** | 0.08 |
Annoyance factor | (0.07) | 0.00 | (0.16) | (0.05) | (0.18) | 0.05 | (0.29)** | (0.01) | (0.39)** | (0.02) | (0.54)** | (0.17) |
Information factor | 0.25* | 0.21 | 0.03 | (0.03) | 0.23* | 0.18 | 0.25** | 0.18* | 0.26* | 0.19* | 0.18 | (0.04) |
A format | — | 0.16 | — | 0.27* | — | 0.52* | — | 0.62** | — | 0.63** | — | 0.72** |
Adjusted R2 | 0.25 | 0.25 | 0.39 | 0.42 | 0.37 | 0.49 | 0.44 | 0.57 | 0.56 | 0.68 | 0.64 | 0.74 |
*p < 0.05 **p < 0.01 ***All significant, p < .01 | ||||||||||||
(2002) |
Table 7 | ||||||
Percentage of Respondents Reporting Ad-Related Behaviors and Attitude-Behavior Correlations for Each On-line Ad Format | ||||||
Banner | Pop-up | Skyscraper | Large rectangle | Floating | Interstitial | |
n = 102 | n = 102 | n = 97 | n = 117 | n = 76 | n = 81 | |
Behavioral measure | 75.5 | 37.3 | 55.7 | 40.2 | 21.1 | 24.4 |
Percent clickthrough | ||||||
Percent visits later | 59.8 | 23.5 | 42.3 | 36.8 | 13.2 | 19.5 |
Clickthrough frequency | ||||||
0 | 35.3 | 75.5 | 60.8 | 67.5 | 80.3 | 80.5 |
1–2 | 48.0 | 21.6 | 29.9 | 20.5 | 15.8 | 17.1 |
3 or more | 16.7 | 2.9 | 9.3 | 4.3 | 3.9 | 2.4 |
| ||||||
Correlation between A format and ... | ||||||
Percent clickthrough | 0.46** | 0.34** | 0.27** | 0.14 | 0.29* | 0.27* |
Percent visits later | 0.31** | 0.26** | 0.21* | 0.08 | 0.21 | 0.33** |
Clickthrough frequency | 0.38** | 0.42** | 0.14 | 0.16 | 0.27* | 0.23* |
Behavioral index | 0.46** | 0.42** | 0.25* | 0.16 | 0.28* | 0.33** |
*p < 0.05 **p < 0.01 | ||||||
(2002) |