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Abstract There is no published evidence of examination of convergent and discriminant validity for any set of measures of viewer reaction to television commercials. The present study begins to fill this gap by comparing three Likert-type scales of three copy testing concepts (Relevance, Confusion and Entertainment) with measures obtained from the content analysis of viewer verbatim comments obtained from open questioning. A multiconcept-multimethod covariance matrix of viewer responses is modeled in light of the standards of convergent and discriminant validity with confirmatory factor analysis. The analysis provides evidence for the measurement validity for two of the three scales.
John L. Lastovicka (Wed,) studied this question.