Apparel involvement and advertisement processing

Abstract

This study examines how consumer involvement with apparel influences perceptions of an apparel product (T‐shirt) presented in a print advertisement. Consumer involvement with apparel was examined in relation to three advertisement response concepts: attitude toward the advertisement, product attribute beliefs, and product attitude. Also as part of the study, three dimensions of apparel involvement were tested (fashion, comfort, and individuality). Finally, an advertising processing model that integrates apparel involvement with the three advertisement response concepts was tested. A convenience sample of students attending a midwestern university in the USA participated in data collection. Respondents were presented with a full‐page advertisement for a fictitious brand of apparel and answered items on the questionnaire. Findings confirmed that dimensions of apparel involvement shaped consumer attitudes. A combination of apparel involvement dimensions (fashion, individuality, and comfort) influenced consumer beliefs about product attributes in the advertisement. In terms of gender differences, the comfort variable showed to be a stronger component of apparel involvement for men and women tended to be more involved in fashion. Findings also supported relationships among advertisement response variables previously tested by scholars. Product attribute beliefs and ad attitude were significant in product attitude formation.