Abstract
Recent research in attitude formation and change suggests a dichotomy of processing strategies upon exposure to a communication, predicated on consumer involvement level (Petty and Cacioppo 1979; Chaiken 1980). Research in Social Psychology has also shown attitude formation to be a function of the interaction of message characteristics with involvement level (Johnson and Scileppi 1969; Rhine and Severance 1970). The current study examines the linkage between involvement levels and the processing of message and non-message elements in a communication, building on research streams in Marketing and Social Psychology.
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© 2015 Academy of Marketing Science
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Sandler, D.M., Assael, H., Kamins, M.A. (2015). Message and Non-Message Elements in Advertising: Does Involvement Matter?. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_111
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DOI: https://doi.org/10.1007/978-3-319-17046-6_111
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17045-9
Online ISBN: 978-3-319-17046-6
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