The importance of product involvement for predicting advertising effectiveness among young people

被引：43

作者：

Te'eni-Harari, Tali ^{[1
]}

Lehman-Wilzig, Sam N. ^{[2
]}

Lampert, Shlomo I.

机构：

[1] Bar Ilan Univ, Grad Sch Business Adm, Commun Programme, IL-52900 Ramat Gan, Israel

[2] Bar Ilan Univ, Dept Polit Studies, Commun Programme, IL-52900 Ramat Gan, Israel

来源：

INTERNATIONAL JOURNAL OF ADVERTISING | 2009年 / 28卷 / 02期

关键词：

COGNITIVE RESPONSE; CHILDREN; ATTITUDE; MEDIATOR; SCALE;

D O I：

10.2501/S0265048709200540

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The current study investigates the role of the product involvement variable in advertising information processing among Young people in Israel, aged 4-15, in tandem with three other relevant variables: age group, type of argument and character attractiveness. The results indicate that ad effectiveness: is significantly and positively influenced by product involvement; is significantly and negatively influenced by age group; is influenced in part by type of argument; and is not influenced by the character in the ad. We offer several explanations and present relevant ramifications regarding these results, especially the importance of product involvement for young people in enhancing advertising effectiveness.

引用

页码：203 / 229

页数：27

共 58 条

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