A multidimensional set of rating scales for television commercials

Abstract

Uses attribute ratings and factor analysis as a method of multidimensional scaling to determine on what dimensions viewers can rate TV commercials. An initial pool of 525 words was reduced to a final set of 45 words by a series of steps designed to eliminate words that: (a) Ss do not spontaneously use, (b) do not discriminate among commercials, and (c) do not represent a basic dimension emerging from a factor analysis. The final analysis resulted in 7 factors. The 3 main ones were overall level of energy or stimulation, personal relevance, and familiarity. 4 other factors also emerged at a lower level of explanatory power: sensual, novel, authoritative, and disliked. Results are surprising in that there is no positive evaluative factor. It is suggested that positive evaluation is expressed in more specific ways. (PsycInfo Database Record (c) 2025 APA, all rights reserved)