In 3rd round of review: Journal of Advertising
Arien Strasheim
Unisa Graduate School of Business Leadership
University of South Africa
Leyland Pitt
Professor of Marketing
Faculty of Business Administration
Simon Fraser University
Albert Caruana
Centre for Communication Technology
University of Malta
Malta
The Viewer Response Profile scale is much used in commercial advertising research, and frequently used and cited in the academic advertising literature. This paper describes an investigation of the psychometric soundness of the Schlinger scale among a very large sample of respondents (N=4800) who each view a single ad from a large set of ads. Confirmatory factor analysis provides an alternative parsimonious 20-item version that is found to exhibit superior psychometric properties. Managerial and research implications are discussed and suggestions for further improvement of the scale are offered.