Suggestions For Manipulating and Measuring Involvement in Advertising Message Content
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Abstract
Given the recent interest in the theoretical predictions of many involvement-driven frameworks applied in advertising (e.g., the ELM, the Aad model), successfully manipulating and measuring involvement in advertising content is of great importance. Our paper seeks to aid researchers developing their own manipulations and measures of advertising involvement by providing an operational example of manipulated involvement in advertising content. Direct manipulation checks of the manipulated ad involvement condition are provided that successfully meet the requirements of a unidimensional, reliable, and valid measure of advertising content involvement. Implications for those attempting to measure involvement in advertising research are provided.