THE ROLE OF CONSUMER INVOLVEMENT IN DETERMINING COGNITIVE RESPONSE TO BROADCAST ADVERTISING

This paper investigates the role of involvement in determining consumer response to radio and TV commercials. After reviewing relevant literature, a summary model that focuses on theamount and type of cognitive elaboration and subsequent effects on consumer recognition ofthe brand and message points is presented. Hypotheses are developed that predict interactioneffects between the type of broadcast media and the level of consumer involvement in thecommercial. A study is conducted where mode of presentation (radio versus television) andlevel of consumer involvement (low versus high) are experimentally manipulated. Analysis ofvariance of the data provide general support for the hypotheses. Other results and the implications for advertising research and practice are discussed. © 1991 Taylor & Francis Group, LLC.