Suggestions For Manipulating and Measuring Involvement in Advertising Message Content

Authors

J. Craig Andrews, Marquette UniversityFollow
Srinivas Durvasula, Marquette UniversityFollow

Document Type

Conference Proceeding

Language

eng

Format of Original

8 p.

Publication Date

1991

Publisher

The Association for Consumer Research

Source Publication

Advances in Consumer Research

Source ISSN

9780915552269

Abstract

Given the recent interest in the theoretical predictions of many involvement-driven frameworks applied in advertising (e.g., the ELM, the Aad model), successfully manipulating and measuring involvement in advertising content is of great importance. Our paper seeks to aid researchers developing their own manipulations and measures of advertising involvement by providing an operational example of manipulated involvement in advertising content. Direct manipulation checks of the manipulated ad involvement condition are provided that successfully meet the requirements of a unidimensional, reliable, and valid measure of advertising content involvement. Implications for those attempting to measure involvement in advertising research are provided.

Comments

Advances in Consumer Research Volume 18, eds. Rebecca H. Holman and Michael R. Solomon, Provo, UT : Association for Consumer Research, Pages: 194-201. Publisher link.

Recommended Citation

Andrews, J. Craig and Durvasula, Srinivas, "Suggestions For Manipulating and Measuring Involvement in Advertising Message Content" (1991). Marketing Faculty Research and Publications. 160.
https://epublications.marquette.edu/market_fac/160