Abstract
In the empirical analysis for grasping “multi-dimension of consumer perception of TV commercials,” measurement items varied among previous studies, and the study targets included a broad range of television commercials, which advertise various products and brands. Therefore, each study extracted arbitrary dimensions. In this circumstance, this study aimed to extract the robust “consumer perception of TV commercials” characteristics, with reference to the results of previous studies. In detail, 156 female students underwent an audiovisual experiment to evaluate 20 items regarding “consumer perception of TV commercials” on a 7-point scale for 30 television commercials of food products. Then, I conducted the factor analysis and extracted five factors: “stimulation,” “conveyance,” “sensation,” “utility,” and “dignity.” Furthermore, I checked the reliability, the robustness and the appropriateness of the structures of these five factors.
