This study investigates the effect of advertising message involvement (AMI) on brand‐related beliefs, attitude toward the ad (Aad), and their corresponding certainty dimensions. Support is found for the notion that belief strength is unaffected by involvement level, though brand‐related beliefs are held with greater certainty for high‐ as compared to low‐involvement individuals. Aad was also found to be more confidently held for high‐ versus low‐AMI receivers. However, contrary to expectations, AMI had a direct effect on Aad as well. © 1993 John Wiley & Sons, Inc.
Psychology & Marketing – Wiley
Published: Jul 1, 1993
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