Table 3 Items and Factor Loadings for the CTMM, CTMM-AF, and Fake Scales
Measure and item | Factor loading |
|---|---|
Critical Thinking about Media Messagesa | |
3. I think about what the people who made the media message want me to believe | .90 |
4. I think about the things the advertisers do to get my attention | .82 |
2. I think about who created the message I see on the ad | .73 |
1. I think about the purpose behind a message I see on television | .71 |
5. I think about whether the things that advertisers want me to do are good for me | .71 |
6. I try and think about how true or false an advertisement is | .68 |
Average variance extracted | .60 |
Critical Thinking about Media Messages – Appearance Focusa | |
4. When I see ads with very attractive female models I think about the things the advertisers do to get my attention | .92 |
3. When I look at ads with thin female models I think about what the people who made the media message want me to believe | .91 |
2. When I see very attractive female models used in ads I think about who created the message I see on the ad | .90 |
1. When looking at thin female models on television I think about the purpose behind the message I see | .87 |
5. When looking at ads with thin female models I think about whether the things that advertisers want me to do are good for me | .83 |
6. When I see ads about ways to be more attractive I try and think about how true or false an advertisement is | .75 |
Average variance extracted | .76 |
Fakeb | |
3. They probably used computer re-touching to make her look like that | .92 |
2. Nobody looks like that without computer tricks | .90 |
5. It takes a lot of camera tricks to make someone look that good | .84 |
4. That kind of perfection isn’t real | .81 |
1. She’s airbrushed | .68 |
Average variance extracted | .71 |