The Role of Consumer Involvement in Determining Cognitive Response to Broadcast Advertising

Abstract This paper investigates the role of involvement in determining consumer response to radio and TV commercials. After reviewing relevant literature, a summary model that focuses on the amount and type of cognitive elaboration and subsequent effects on consumer recognition of the brand and message points is presented. Hypotheses are developed that predict interaction effects between the type of broadcast media and the level of consumer involvement in the commercial. A study is conducted where mode of presentation (radio versus television) and level of consumer involvement (low versus high) are experimentally manipulated. Analysis of variance of the data provide general support for the hypotheses. Other results and the implications for advertising research and practice are discussed.

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