Abstract

This study measured viewers' ad perception of 150 TV commercials in pre-testing context using Schlinger's VRP scale of 32 items. Exploratory factor analysis results for study 1 show that they confirm Schlinger's 7 dimensions with the variance of 57%, with 5 positive dimensions of entertainment, relevant news, empathy, familiarity, and brand reinforcement and 2 negative dimensions of confusion and alienation. Regression analysis results for study 2 reveal that 7 dimensions all have significant impacts on both ad likeability and purchase intention, while 4 of 7 dimensions have significant impacts on ad recall. Specifically, all of 5 positive dimensions have plus coefficients and both of 2 negative dimensions have minus coefficients. This means that Schlinger's VRP scale has face validity and it is reliably recommended that we could adopt Schlinger's VRP scale as a useful module for ad effect model in Korea.