Working Papers

Realtime Response Measures of Television Commercials: Reliability, Construct Validity, New Approaches to Wearout, and Potential Applications for Pretesting

G. David Hughes

Jan 1, 1992

Tests the reliability and construct validity of a system designed by the author (which uses a scale of 0 to 100 and measures in units of one-fifth of a second) to redefine advertising wearout and wearin.

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