Table I. Constructs, scale items and... | Emerald Publishing

Table I.

Constructs, scale items and source

Construct	Measurement	Adapted from
Ad attitude^a	The ad was unpleasant/pleasant The ad was not at all likable/likable	Lau-Gesk and Meyers-Levy (2009)
Intrusiveness^b	The ad was intrusive The ad was disturbing The ad was distracting	Li et al. (2002)
Loyalty^b	I intend to get more information about the advertised product/service I intend to buy the advertised product/service I would recommend the advertised product/service I would disseminate information about the advertised product/service in social media	Chi and Qu (2008)

Construct	Measurement	Adapted from
Ad attitude^a	The ad was unpleasant/pleasantThe ad was not at all likable/likable	Lau-Gesk and Meyers-Levy (2009)
Intrusiveness^b	The ad was intrusiveThe ad was disturbingThe ad was distracting	Li et al. (2002)
Loyalty^b	I intend to get more information about the advertised product/serviceI intend to buy the advertised product/serviceI would recommend the advertised product/serviceI would disseminate information about the advertised product/service in social media	Chi and Qu (2008)

Notes:

^aSeven-point bipolar scale;

^bseven-point Likert scale