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Analysis exhibit involving annoyance factor

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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)