Abstract
The relationship between advertising effectiveness and behavioural intentions is assessed when involvement with the product is introduced as a direct covariant effect, rather than as a moderator. Advertising effectiveness is assessed through attitude towards the ad and advertising cognition. Advertising media type combined with age is tested as a moderating variable (younger/digital vs. older/traditional). With a sample of n = 307 consumers, a structural statistical path model is implemented to empirically test the hypotheses. It is found that involvement has an effect on attitude towards the ad and on ad cognition. Thus, it is established that the ad cognition variable, rather than attitude towards the ad, has a strong statistical effect on behavioural intentions. The model suggests that the level of the consumer’s attention to the ad depends on her/his degree of involvement with the product. Also, the evidence tends to indicate that the cognitive process through which the consumer builds purchase intentions is similar in both communication channels irrespective of age difference.
Highlights
Two of the major concerns of advertisers are how advertising affects consumers, and how to formulate more effective advertising tactics
The comparative fit index (CFI) must exceed 0.93 to be considered acceptable (Hu & Bentler, 1999)
A relevant conclusion to the present study is that there is an argument for product involvement as a covariant antecedent of advertising effectiveness
Summary
Two of the major concerns of advertisers are how advertising affects consumers, and how to formulate more effective advertising tactics. Involvement with the advertised product has been considered an important factor for the effectiveness of a campaign. Previous studies show that advertising tends to be more persuasive when there is high level of involvement Involvement is related to the consumer’s incentive to process the advertising message. In advertising research studies, consumer involvement has been treated as a moderating variable of the relationship between advertising perception and purchase intentions.
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