Abstract
Abstract The authors identify, classify, and compare several involvement measures used in studies reported in the Journal of Advertising and related publications, and identify opportunities for future involvement research. Most published scales pertain to enduring product involvement. Few studies have addressed enduring involvement with a service or situational involvement with either a product or a service. Most of the involvement research in advertising has investigated the effects of situational involvement on other variables. Despite the considerable theoretical work related to the involvement concept, knowledge remains incomplete. Additional scale development is advocated as a means for increasing the knowledge base.
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