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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; accessibleviaJSTOR atwww.jstor.org/stable/20460712)

Academicians Kelli S. Burns, PhD, and Richard J. Lutz, PhD, surveyed online users in 2002. In doing so, they chose sixonline ad formats: (i)banners, (ii)pop-ups, (iii)floating ads, (iv)skyscrapers, (v)large rectangles, and (vi)interstitials.

To developperceptual factors, ratings of the 15 perceptual items for all six on-line ad formats were run throughprincipal components analysis withvarimax rotation. The authors inferred – from ascree plot – a possible three-factor solution. The first three factors accounted for over 68% of thetotal variance. The remaining 12 reflected no more than 5% of thevariance, each. Table 1, below, produced by Burns and Lutz, shows theloadings of the factors generated throughprincipal component extraction andvarimax rotation.

Table 1
Summary of Factor Loadings for theRotated 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
A_ad
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

A_format
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 andR²) for Predictors ofA_format 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**
AdjustedR²	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 andR²) forA_format 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**
AdjustedR²	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 andR²) for Predictors ofA_format 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**
AdjustedR²	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 betweenA _formatand ...
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)

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