Talk:Annoyance factor

Analysis exhibit involving annoyance factor
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; ; ; accessible via JSTOR at https://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.