Results from exploratory factor analysis of magazine data

Variable names identify the items making up the factor. The label abbreviates the wording of the item. Exact working can be found here. The last two letters of the variable name identify the item, e.g., the first item 2 is (AA).

Experience Scores (factors):

1. I get value for my time and money (a=.90)

Variable	Label	Loading
A14AA	It's worth every penny they charge for it	0.791
A14AD	I feel like I am getting a good deal on the magazine	0.784
A14AB	It is time well spent	0.816
A14AC	I would think of it as a possible gift for a friend	0.664
A14AG	I want to read it cover-to-cover	0.725
A14GQ	I expect to continue reading this magazine for a long time	0.740
A14FU	I look forward to getting this magazine	0.777
A14AE	It's hard to put down when I am really into it	0.734
A14GC	It is never boring to read an issue	0.713

2. It makes me smarter (a=.87)

   Variable	Label	Loading
   A14BN	I look at the magazine as educational. I am gaining something	0.742
   A14AH	It is important to remember later what I have read in this magazine	0.664
   A14BW	I get ideas from the magazine	0.672
   A14AF	It address issues or topics of special concern to me	0.744
   A14GR	The magazine stimulates my thinking about things	0.713
   A14AW	I am mentally involved when reading it	0.684
   A14BI	It updates me on things I try to keep up with	0.696
   A14FA	I remember at least some of the things I have read in the Magazine for a long time	0.667
   A14DT	Even if I disagree with things in the magazine, I feel I have have learned something	0.683

3. The stories absorb me (a=.77)

   Variable	Label	Loading
   A14DR	It has good stories about things that happen and how they turn out	0.766
   A14CO	Almost anyone could get something out of this magazine	0.656
   A14DW	It tried to includes different sides of a story	0.741
   A14GO	When I am reading a story in this magazine, I always want to find out how it ends	0.714
   A14DG	I value the way it presents the opinions of readers	0.738

4. I trust it (a=.83)

   Variable	Label	Loading
   A14BS	It does not sensationalize things	0.798
   A14BV	It is unbiased in its reporting	0.674
   A14BT	You don't have to worry about accuracy with this magazine	0.790
   A14BR	I trust it to tell the truth	0.805
   A14BU	The magazine gives good advice	0.779

5. I find the magazine high-quality and sophisticated (a=.78)

   Variable	Label	Loading
   A14FZ	It is very professional	0.805
   A14GA	The magazine is very sophisticated	0.780
   A14FW	The articles really are in-depth	0.782
   A14GD	They do a good job covering things. They don't miss things	0.749

6. I'm touched (a=.87)

   Variable	Label	Loading
   A14HV	It helps me to see that there are good people in the world	0.853
   A14HU	Some articles touch me deep down	0.889
   A14HS	It features people who makes you proud	0.833
   A14HT	The magazine definitely affects me emotionally	0.835

7. I'm inspired (a=.89)

   Variable	Label	Loading
   A14HP	It makes me feel like I can do things	0.876
   A14HR	Reading it makes me want to match what others have done	0.746
   A14HO	It inspires me in my own life	0.879
   A14HQ	It makes me value what I have	0.809
   A14HN	Reading this magazine makes me feel good about myself	0.833

8. It improves me and helps me try new things(a=.84)

   Variable	Label	Loading
   A14GZ	It makes me want to go shopping	0.678
   A14GX	I really like the tips in the magazine	0.722
   A14GT	I use the magazine to learn how to make things	0.713
   A14GW	The magazine gets me to try new things	0.788
   A14HC	It shows me how to do things the right way	0.731
   A14HA	It probably makes me more likely to buy the things I see in the magazine	0.712
   A14GS	It helps me make up my mind and make decisions	0.684

9. It reinforces my faith (a=.87)

   Variable	Label	Loading
   A14HW	The magazine reinforces my religious faith	0.940
   A14HX	I think of the magazine as faith based	0.940

10. I build relationships by talking about and sharing it (a=.83)

    Variable	Label	Loading
    A14DH	A big reason I read it is to make myself more interesting to other people	0.696
    A14CX	I like for other people to know I read this magazine	0.670
    A14DI	Reading this magazine is a little like belonging to an organization or a group	0.761
    A14DK	I like to have this magazine around so that others might read it	0.787
    A14DJ	I show some things in this magazine to people in my family so they will understand	0.765
    A14DL	I bring up things I've read in the magazine in conversations with many otherpeople	0.712

11. I save and refer to it (a=.82)

    Variable	Label	Loading
    A14CP	I save back issues for a period of time	0.893
    A14CL	I sometimes go back to old issues to find things	0.858
    A14CT	I collect the magazine	0.812

12. This magazine's web site is important to me (a=.77)

    Variable	Label	Loading
    A14II	I sometimes use the Internet to follow up on things I have read about inthe magainze	0.837
    A14IL	For me, the magazine's web site is an important part of the magazine	0.843
    A14IJ	I read the magazine less in print than before because of the Internet	0.805

13. It grabs me visually (a=.83)

    Variable	Label	Loading
    A14FT	I like to look at the pictures even if I don't read the story	0.625
    A14FS	Most often I look at the pictures before reading the article	0.608
    A14FN	I like to look at pictures for awhile	0.769
    A14FP	I look at the pictures in it and think "Wow"	0.780
    A14FO	I sometimes show a picture in it to someone else	0.702
    A14FM	The magazine uses pictures to convey important information	0.671
    A14FQ	The cover really makes me want to read the magazine	0.688
    A14FR	While reading the magazine, I like to picture things in my own mind	0.599

14. It helps me keep track of celebrities (a=.81)

    Variable	Label	Loading
    A14IE	I am very interested in the stories about celebrities	0.873
    A14IG	I like to check out who is on the cover	0.835
    A14IF	You see how normal some well-known people can be	0.851

15. It's my personal timeout (a=.90)

    Variable	Label	Loading
    A14CC	It is a quiet time	0.756
    A14CA	I like to kick back and wind down with it	0.780
    A14CF	Reading this magazine is my time alone	0.752
    A14BY	My goal is to relax with the magazine	0.740
    A14BL	It's an escape	0.684
    A14CD	It's a treat for me	0.788
    A14FC	The magazine takes my mind off other things that are going on	0.627
    A14CG	It is my reward for doing other things	0.644
    A14CM	I feel less stress after reading it	0.646
    A14BB	It is important to me to get comfortable when I read it	0.578
    A14DP	When I read this magazine, I lose myself in the pleasure of reading it	0.694
    A14CS	Reading this magazine is a bit of a luxury	0.636

16. It helps me look good; it's sensual, even sexy (a=.86)

    Variable	Label	Loading
    A14DE	It is more for single people	0.592
    A14CB	The magazine makes you want to get in shape	0.613
    A14HE	You learn how to improve your appearance	0.637
    A14CJ	You could get an erotic dream or daydream from reading this magazine	0.800
    A14CI	There are things in the magazine I find very sexy	0.817
    A14CQ	There is a sensual aspect to the magazine	0.779
    A14DD	The magazine helps me to understand the opposite sex better	0.749
    A14CK	Occasionally the magazine tries to shock you	0.639

17. I read the ads (a=.74)

    Variable	Label	Loading
    A14EC	I like the ads as much as articles	0.797
    A14EB	I look at most of the ads	0.861
    A14EJ	I make a special effort to skip over and avoid the ads	-0.665
    A14EO	I read ads because they are there	0.664

18. I dislike some of the ads (a=.78)

    Variable	Label	Loading
    A14ET	Sometimes the ads are over-the-top or weird	0.700
    A14EW	All too often the ads are sexist	0.655
    A14EV	I don't like that ads are trying to sell me things	0.686
    A14EI	The number of ads makes it harder to read articles	0.713
    A14EH	The ads are so similar in style they blend together	0.651
    A14EE	Sometimes it is hard to tell whether something is an article orwhether it is advertising	0.609
    A14ES	Too many of the ads in the magazine are for things I am not going to buy	0.614

19. I like some of the ads a lot (a=.68)

    Variable	Label	Loading
    A14EK	Some of the ads interest a lot, some do not interest me at all	0.700
    A14EN	I like ads for unusual things	0.708
    A14EG	I like how colorful the ads are	0.708
    A14EL	Advertising in this magazine says something about the brand being advertised	0.751

20. It disappoints me (a=.83)

    Variable	Label	Loading
    A14AJ	I try to skim the articles as quickly as I can	0.632
    A14AI	I find my mind wandering while reading this magazine	0.646
    A14HI	I find myself reading less of the magazine than I used to	0.669
    A14HL	Some of the articles I start but don't finish	0.586
    A14HK	I only read the articles that I especially want to read	0.553
    A14GP	Sometimes I feel it is the same from issue to issue	0.681
    A14AM	While I am reading the magazine the activity going on in the room aroundme is also on my mind	0.484
    A14FE	It's mainly good for when I don't have anything else to do	0.546
    A14FY	It can be pretty shallow	0.655
    A14EZ	After finishing the magazine, I find it easy to put it out of my mind	0.573
    A14GI	I tried to cover too much. They should split it up	0.558
    A14DB	Some people would think this magazine is dumb	0.448

21. It leaves me feeling bad (a=.74)

    Variable	Label	Loading
    A14HY	Some of the stories make me feel bad	0.892
    A14HZ	I worry about what I am reading about	0.892

22. It's relevant and useful to me (a=.78)

    Variable	Label	Loading
    A14DV	The magazine leads me to new experiences	0.814
    A14DY	It helps me to plan what I want to see or do	0.764
    A14DX	The magazine is relevant to my everyday life	0.738
    A14DU	I can picture myself at the scene of the events and places described	0.713
    A14EA	Reading the magazine adds to my enjoyment of other things I do	0.629

23. I keep or share articles (a=.64)

    Variable	Label	Loading
    A14CR	I like to send people things from the magazine	0.830
    A14AZ	I routinely carry the magazine with me	0.731
    A14CN	I tear out articles to keep	0.736

24. It's for people like me (a=.70)

    Variable	Label	Loading
    A14CZ	I like that it focuses on average people	0.705
    A14CW	The magazine deals with the same situations I find myself in with my friends	0.793
    A14DA	It fits my own political views	0.674
    A14CV	It's mainly for people like me	0.722

25. I learn things first here(a=.75)

    Variable	Label	Loading
    A14BP	It is an avenue to learning about new products	0.748
    A14BO	You see things here first	0.760
    A14BQ	The magazine itself is pretty cool	0.764
    A14BK	They pack a lot of information into it	0.749

26. This magazine irritates me (a=.64)

    Variable	Label	Loading
    A14HM	The page numbers are very hard to use	0.665
    A14FK	It is hard to follow articles in this magazine because they are continued on too many pages	0.700
    A14CE	I know that they will have articles on topics I cannot stand	0.607
    A14BF	Sometimes it comes too late to be relevant	0.664
    A14HG	I wish I had more control over when I get it	0.573

27. It's brief and easy for me to read (a=.58)

    Variable	Label	Loading
    A14AR	It's easy to put down and come back to	0.576
    A14AN	If I don't have a lot of time, this magazine is perfect	0.583
    A14AS	None of the articles are too long	0.667
    A14AT	I like the short pieces you and read quickly	0.652
    A14AP	In reading the magazine I always have a good sense of what I haven't readand what I want to read later	0.578

28. I feel good when I read it (a=.72)

    Variable	Label	Loading
    A14IC	It makes me laugh	0.791
    A14ID	I like stories in the magazine about the weird things that can happen	0.707
    A14IB	Overall, it leaves you with a good feeling	0.778
    A14IA	When reading this magazine, I am worry free	0.676

29. I like seeing people of color in this magazine (a=.46)

    Variable	Label	Loading
    A14DZ	I like seeing people of color in this magazine	0.807
    A14DF	This magazine includes people of color	0.807

30. I find unique and surprising things (a=.57)

    Variable	Label	Loading
    A14GF	Some things you would only see in this magazine	0.742
    A14GH	It always has something that surprises me	0.767
    A14GE	You can't go very long without reading it because you will fall behind	0.694

31. It's part of my routine (a=.60)

    Variable	Label	Loading
    A14FV	I always go through the same routine when I first get it	0.724
    A14BD	I have settled into a routine with reading the magazine	0.769
    A14AU	I know the layout of the magazine well and where to find things	0.705

32. I often reflect on it (a=.69) A14AL It always leaves me wanting more 0.717

    Variable	Label	Loading
    A14AK	I often pause while reading it to think about what I am reading	0.699
    A14DS	I often reread articles to get the most out of them	0.723
    A14GB	It would be interesting to go back through old issues to see how things have changed	0.644
    A14AO	I find the table of contents useful	0.541

33. I like its seasonality (a=.71)

    Variable	Label	Loading
    A14GK	I particularly like to read articles in it connected to holidays	0.882
    A14GJ	They do a nice job of gearing to the time of year	0.882

34. I feel I know the writers (a=.83)

    Variable	Label	Loading
    A14BG	I look forward to reading certain writers in the magazine	0.924
    A14BH	I feel like I get to know the people writing the articles	0.924

35. I get a sense of place (a=.57)

    Variable	Label	Loading
    A14GV	This magazine gives me a feel for what different places are like	0.838
    A14FL	The magazine makes me feel like I am there	0.838

36. I want more ad information (a=.61)

    Variable	Label	Loading
    A14EY	The ads could use more information about where to buy things	0.847
    A14EU	The ads should include more information about prices	0.847

37. I think others in the household would enjoy the magazine (a=.44)

    Variable	Label	Loading
    A14FJ	Someone of the opposite sex would think it interesting	0.796
    A14DN	Others people in my home enjoy the magazine	0.682
    A14FI	This magazine is directed entirely toward females	-0.585

38. I relate to the ads (a=.44)

    Variable	Label	Loading
    A14EP	Mostly the ads are for products related to the subject matter of the magazine	0.801
    A14EX	The ads are for someone like me	0.801

39. It requires me to focus (a=.35)

    Variable	Label	Loading
    A14BC	I can't read it when there are too many distractions	0.778
    A14ay	I can read the magazine and watch TV at the same time	-0.778