Struktura czynnikowa postaw wobec reklamy telewizyjnej
Rocznik: 1999 Tom: 5 Numer: 3
358 Ss from the general population in Poland (mean age 44.89 yrs; 49.47% males and 50.53% females) completed a mail questionnaire containing statements about TV advertising. A varimax factor analysis yielded a 3-factor solution, including factors of destruction, information/entertainment and persuasion. The results demonstrate that factor structure varies with for the age groups 19-35, 36-50 and 51-80 yrs. An analysis of variance identified significant differences in Ss'perceived TV advertisements across the socioeconomic status, level education and Ss could be classified as zappers and nonzappers.