Consumer Involvement
- 1 January 1985
- journal article
- research article
- Published by Taylor & Francis in International Journal of Advertising
- Vol. 4 (2) , 119-130
- https://doi.org/10.1080/02650487.1985.11105055
Abstract
Several marketing scholars have stressed the importance of involvement to marketing strategy, and have suggested areas where the application of involvement offers the greatest potential benefit. This paper presents a synthesis of previous conceptualizations and implications, with specific reference to advertising strategy. Implications with respect to advertising strategy in the areas of scheduling, frequency and content of advertising are discussed.Keywords
This publication has 21 references indexed in Scilit:
- Brain wave analysis. An electroencephalographic technique used for evaluating the communications‐effect of advertisingPsychology & Marketing, 1984
- Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of InvolvementJournal of Consumer Research, 1983
- The Effects of Music in Advertising on Choice Behavior: A Classical Conditioning ApproachJournal of Marketing, 1982
- Response Time, Conflict, and Involvement in Brand ChoiceJournal of Consumer Research, 1979
- Effects of Forwarning of Persuasive Intent and Involvement on Cognitive Responses and PersuasionPersonality and Social Psychology Bulletin, 1979
- Marketing Communications in Nonbusiness Situations or Why It's So Hard to Sell Brotherhood like SoapJournal of Marketing, 1979
- Promotional Effects on a High-versus Low-Involvement ElectorateJournal of Consumer Research, 1978
- Involvement and Political Advertising EffectCommunication Research, 1974
- Involvement, discrepancy, and change.The Journal of Abnormal and Social Psychology, 1964
- Judgmental phenomena and scales of attitude measurement: placement of items with individual choice of number of categories.The Journal of Abnormal and Social Psychology, 1953