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Consumer involvement, message attention, and the persistence of persuasive impact in a message‐dense environment
Author(s) -
Pratkanis Anthony R.,
Greenwald Anthony G.
Publication year - 1993
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220100406
Subject(s) - persistence (discontinuity) , psychology , task (project management) , product (mathematics) , advertising , social psychology , business , geometry , geotechnical engineering , management , mathematics , engineering , economics
As part of a simulated shopping task, subjects viewed messages about fictitious brands of products. The messages rated each competing brand as either strongly negative, negative, positive, or strongly positive, and were presented via computer. Involvement was manipulated by whether or not the product was on the subject's shopping list. Subjects paid more attention to information for products on their shopping list, especially when the message provided information that might be useful for solving the shopping task. However, only the impact of involving messages describing strongly positive brands persisted. © 1993 John Wiley & Sons, Inc.