A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research

Authors

J. Craig Andrews, Marquette UniversityFollow
Srinivas Durvasula, Marquette UniversityFollow
Syed H. Akhter, Marquette UniversityFollow

Document Type

Article

Language

eng

Format of Original

14 p.; 28 cm

Publication Date

Fall 1990

Publisher

Routledge (M.E. Sharpe)

Source Publication

Journal of Advertising

Source ISSN

0091-3367

Abstract

Adequately conceptualizing and measuring the involvement construct Has been one of the most controversial topics in advertising research. This task is especially important given the many involvement-driven frameworks (e.g., the elaboration likelihood model) now being advanced in advertising. The present study proposes a framework that closely scrutinizes the involvement constructs antecedents, state properties, measures, potential confounds, and consequences. Four emerging research streams in involvement are presented in the context of the framework. Implications for researchers attempting to manipulate and measure involvement in experimental advertising research are provided.

Comments

Journal of Advertising, Vol. 19, No. 4 (Fall 1990): 27-40. DOI.

Recommended Citation

Andrews, J. Craig; Durvasula, Srinivas; and Akhter, Syed H., "A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research" (1990). Marketing Faculty Research and Publications. 155.
https://epublications.marquette.edu/market_fac/155