Audience Involvement in Advertising: Four Levels

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ID: 298946
1984
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Abstract
The effectiveness of advertising messages is widely believed to be moderated by audience involvement. In this paper, psychological theories of attention and levels of processing are used to establish a framework that can accommodate the major consumer behavior theories of audience involvement. Four levels of involvement are identified (in order from low to high) as preattention, focal attention, comprehension, and elaboration. These levels allocate increasing attentional capacity to a message source, as needed for analysis of the message by increasingly abstract—and qualitatively distinct—representational systems. Lower levels use relatively little capacity and extract information needed to determine whether higher levels will be invoked. The higher levels require greater capacity and result in increasingly durable cognitive and attitudinal effects.
Reference Key
openalex_W2092696917 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Anthony G. Greenwald, Clark Leavitt
Journal journal of consumer research
Year 1984
DOI
10.1086/208994
URL
https://doi.org/10.1086/208994
Keywords Keywords not found

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