Audience Involvement in Advertising: Four Levels
- 1 June 1984
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 11 (1) , 581-592
- https://doi.org/10.1086/208994
Abstract
The effectiveness of advertising messages is widely believed to be moderated by audience involvement. In this paper, psychological theories of attentKeywords
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