A Reinterpretation of the Meaning of Involvement in Krugman's Models of Advertising Communication

1 June 1970

journal article
Published by SAGE Publications in Journalism Quarterly

Vol. 47 (2) , 287-323
https://doi.org/10.1177/107769907004700209

Abstract

The finding that brands advertised on TV are relatively more difficult to differentiate than those in magazines provides an alternate explanation of why the degree of consumer involvement with advertising is less for TV than for magazines.

Keywords

REINTERPRETATION
KRUGMAN'S MODELS
ADVERTISING COMMUNICATION
MEANING OF INVOLVEMENT
MODELS OF ADVERTISING
INVOLVEMENT IN KRUGMAN'S

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