Gender and Age Difference in Personal Involvement Inventory on Preventive Awareness Ad in Malaysia

Abstract

Personal involvement is the factor identified as the determinant of a successful ad campaign. High involvement leads to high engagement and high relevance to the ad content. In any public awareness campaign, however, high personal involvement is not always guaranteed. In preventive awareness campaign, in particular, personal involvement is usually low. Beside proving this empirically, this study also attempts to find out about the attitudinal and emotional responses of the audience toward the public awareness ads. The study found that despite having relatively lower personal involvement in term of ad content, the audience relates higher with the value aspects of the ads.