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Cited by 1,016

The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.

Audience Involvement in Advertising: Four Levels

Greenwald, Anthony G., Leavitt, Clark·1984·Journal of Consumer Research
DOI 10.1086/208994
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Abstract

The effectiveness of advertising messages is widely believed to be moderated by audience involvement. In this paper, psychological theories of attention and levels of processing are used to establish a framework that can accommodate the major consumer behavior theories of audience involvement. Four levels of involvement are identified (in order from low to high) as preattention, focal attention, comprehension, and elaboration. These levels allocate increasing attentional capacity to a message source, as needed for analysis of the message by increasingly abstract—and qualitatively distinct—representational systems. Lower levels use relatively little capacity and extract information needed to determine whether higher levels will be invoked. The higher levels require greater capacity and result in increasingly durable cognitive and attitudinal effects.

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Metadata

Authors
Greenwald, A. G., & Leavitt, C.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
1984-06
Volume
11
Issue
1
Pages
581
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/208994
OpenAlex
W2092696917
Cited by
1,016
References
4
FWCI
31.97
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.