The DOI matches its Crossref record.
The Measurement of Advertising Involvement
Abstract
In an earlier paper in this journal,* the author suggested that the processes of attitude change underlying mass communication impact are of two kinds: with low involvement to persuasive stimuli one might look for gradual shifts in perceptual structure, aided by repetition, activated by behavioral choice situations, and followed at some time by attitude change, while with high involvement one could look instead for the classic and familiar conflict of ideas at the level of conscious opinion and attitude that precedes changes in behavior. The present paper describes the development and application of a workable tool to measure this involvement, a necessary step if the study of communication impact along these lines is to proceed further.
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Citations
Cited by
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012) · MIS Quarterly · doi:10.2307/41410412 · Cited by 15,756
Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983) · Journal of Consumer Research · doi:10.1086/208954 · Cited by 4,610
Customer engagement: exploring customer relationships beyond purchase.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012) · Journal of Marketing Theory and Practice · doi:10.2753/mtp1069-6679200201 · Cited by 2,089
How advertising works: what do we really know?
Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436
Exploring differences in males’ and females’ processing strategies
Meyers-Levy, J., & Maheswaran, D. (1991) · Journal of Consumer Research · doi:10.1086/209241 · Cited by 779
Atkinson, L., & Rosenthal, S. (2014) · Journal of Advertising · doi:10.1080/00913367.2013.834803 · Cited by 620
Audience activity and media use
Rubin, A. M. (1993) · Communication Monographs · doi:10.1080/03637759309376300 · Cited by 277
Muehling, D. D., & Pascal, V. J. (2011) · Journal of Advertising · doi:10.2753/joa0091-3367400208 · Cited by 139
Wirth, M., Horn, H., Koenig, T., Stein, M., Federspiel, A., Meier, B., Michel, C., & Strik, W. (2007) · Cerebral Cortex · doi:10.1093/cercor/bhl121 · Cited by 83
Metadata
- Authors
- Krugman, H. E.
- Venue
- Public Opinion Quarterly
- Publisher
- Oxford University Press (OUP)
- Published
- 1966
- Volume
- 30
- Issue
- 4
- Pages
- 583
- ISSN
- 0033-362X (ISSN-L)
- OpenAlex
- W2111883617
- Cited by
- 462
- References
- 0
- FWCI
- 18.17
- Type
- journal article
- Language
- en
- Open access
- closed
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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.
