A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research

• Published in: Journal of advertising Vol. 19; no. 4; p. 27
• Main Authors: Andrews, J Craig, Durvasula, Srinivas, Akhter, Syed H
• Format: Journal Article
• Language: English
• Published: Abingdon Taylor & Francis Ltd 01.12.1990
• Subjects: Advertising; Measures; Social research; Studies; Theory
• ISSN: 0091-3367; 1557-7805
• DOI: 10.1080/00913367.1990.10673198

Adequately conceptualizing and measuring the involvement construct is especially important given the many involvement-driven frameworks currently being advanced in advertising. In a study, a framework is proposed that closely scrutinizes the involvement construct's antecedents, state properties, measures, potential confounds, and consequences. Four emerging research streams are discussed in the context of the framework: 1. attention-processing strategies, 2. personal-situational involvement, 3. audience-process involvement, and 4. enduring-product involvement. The framework extends previous work on advertising involvement by providing: 1. a nomological network of relationships among antecedents, consequences, and underlying properties of involvement, 2. an examination of intensity, direction, and persistence of properties of involvement, and 3. an organization of the numerous definitions, manipulations, and measures based on the 4 streams of research. However, advertising researchers should not assume that their involvement manipulations have been successful or that their involvement measures are valid.