Affective involvement in advertising effectiveness: implications for interpretation of print advertisements

Annie Danbury
,
Kathleen Mortimer

Business & Management Research Institute (BMRI)

Research Output: Chapter in Book/Report/Conference proceeding Conference contribution Peer-review

Open access

Abstract

The purpose of this study is to examine the impact that affective dimensions of involvement have on the decoding process of print advertisements. The results from a factorial experiment using advertisements for two types of product, credit cards and chocolate bars, indicate that outcomes of the decoding process are predominantly influenced by affective dimensions of involvement, such as interest and pleasure, in a low involvement situation. This affective involvement has a strong relationship with likeability of the advertisement. However the relationship between comprehension and likeability is less straightforward and seems to be linked to beliefs about the advertisement.

Publication Information

Output type

Research Output: Chapter in Book/Report/Conference proceeding Conference contribution Peer-review

Original language

English

Publication milestones

Published - 28/06/2011

Publication status

Published - 28/06/2011

Publisher

European Advertising Academy

External Publication IDs

handle.net: 10547/252074

Host publication title

nan

Access to documents

ICORIA Manuscript (38) amended.pdf

Accepted author manuscript, 83.27 KB

License:CC BY-NC-ND

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