Conditions Of High Involvement Research Articles

The Influence of Motive Attributions for Destination Social Responsibility on Residents’ Empowerment and Quality of Life

This research provides new insights into the link between destination social responsibility (DSR) and resident quality of life (QOL). A conceptual model is tested based on attribution theory and empowerment theory that investigates the impact that different DSR motive attributions can have on resident QOL, and the potential mediating role of empowerment. DSR actions attributable to intrinsic (extrinsic) motives by destination residents were found to demonstrate greater (lesser) empowerment and QOL. Empowerment was found to have a significant positive impact on QOL and to mediate the DSR motive attribution and resident QOL relationship. Examination of these initial findings suggest that intrinsic, relative to extrinsic, DSR motive attributions enhance resident empowerment through tourism and QOL under high involvement conditions. This relationship was not found to hold in low involvement tourism conditions. The paper concludes with a discussion of theoretical and managerial contributions, as well as study limitations and future research directions.

Efecto moderador del ajuste de la extensión y la implicación en la relación entre la actitud hacia una marca padre patrimonial y la lealtad de la extensión. Aplicación al conjunto monumental de la Alhambra y el Generalife

Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating effects of the fit between the heritage parent brand and the brand extension as well as the involvement towards the product category. Methodology: An experimental study has been carried out with 328 tourists visiting the heritage destination and manipulating two levels of adjustment. A moderate mediation regression model was established using the PROCESS 3.4 software. Conclusions: The effect of the attitude towards the heritage brand on the loyalty towards the extension occurs through the image of the heritage brand. This effect is enhanced in low setting and high involvement conditions. The involvement moderates the direct effect regardless of the degree of brand extension fit. Implications: Implications are provided for the management of companies that use a heritage brand to compete in the market as well as for managers of cultural heritage. Originality and value: This work contributes to the existing knowledge about the process to the formation of brand-extension loyalty of brand of cultural heritage site, taking into account the perceptions about the parent brand in terms of attitude and image. Also, this study examines the moderating role of brand extension fit and the level of involvement with the category.

Involvement Modulates the Effects of Deception on Memory in Daily Life.

Previous studies have demonstrated that liars who adopt a false denial strategy often forget what they lied about, which has been labeled the denial-induced forgetting (DIF) effect. However, several investigations have not found such an effect. It has been suggested that involvement might play a role in the inconsistency. The present study was designed to directly determine whether involvement modulates the effects of deception on memory. Participants were assigned randomly to either high- or low-involvement conditions and were required to complete a mock shopping task. They were then asked to participate in an interview in which they were asked to respond honestly or deceptively. Two days later, final memory tests were given, and the participants were asked to give honest responses. We found a DIF effect in the high-involvement condition but not in the low-involvement condition. Moreover, the liars in the high-involvement condition created more non-believed memories in the source memory test and the destination memory test than the honest participants. In addition, liars in both the high- and low-involvement conditions forgot who they lied to. We conclude that the effects of deception on memory could be influenced by the degree of involvement.

The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects. Design/methodology/approach Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study. Findings Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model. Practical implications From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships. Originality/value This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.

Hedonic vs. epistemic goals in processing persuasive communications: Revisiting the role of personal involvement

Practitioners and researchers interested in designing wise interventions often recommend increasing personal involvement to be successful. Early research demonstrated that personal involvement increases elaboration leading to more persuasion for strong arguments, but to reduced persuasion if the arguments presented are specious. In most prior work, message recipients were plausibly motivated by their desire for knowledge. In the current research, we compare this epistemic goal to another goal in which people aim to process information to be entertained or have fun. Results showed that when people processed to gain knowledge (epistemic goal), they elaborated more in high personal involvement conditions, replicating the classic finding. However, high personal involvement decreased elaboration for people in hedonic conditions, reversing the classic interaction, and introducing a novel finding that is consistent with recent research suggesting that “thinking for pleasure” can be difficult.

Can’t take my eyes off of the model: the impact of sexual appeal and product involvement on selective attention to advertisements

ABSTRACT This study employed eye-tracking as a direct measure of visual attention to examine 1) the potential distraction effects of sexual appeals and 2) whether product involvement moderates the effect of sexual appeals on attention and recall of advertisements. Results indicated the distraction effects of sexual imagery only occurred in low product involvement conditions because the presence of sexualized images negatively interfered with the processing of low product involvement advertisements by increasing visual attention to the sexualized model and reducing visual attention to non-sexual message execution elements. In high product involvement conditions, sexual appeals increased visual attention to image of the product but not copy or headline.

DOES THE NEED FOR COGNITION, NEED FOR AFFECT AND PERCEIVED HUMOUR INFLUENCE CONSUMERS’ ATTITUDES TOWARDS THE ADVERTISED BRANDS?

Cognition has long been known as a mechanism to process message besides forming desirable attitude. However, the engagement of emotions that has been limited in its discussions to the message processing theory such as the Elaboration Likelihood Model (ELM) could also function as influencer to message processing and contributor to attitude formation. Hence, the purpose of this research is to examine the effects of need for cognition (NFC), need for affect (NFA) and perceived humour on consumers’ attitude towards the brands advertised. The research engaged three main studies and has adopted a quantitative basic experimental design with a random selection and distribution of participants into treatment groups. Result of study 1 showed that advertising attitude mediates between NFC and brand attitude. Study 2 found that NFA moderates between NFC and brand attitude. Study 3 revealed that NFA moderates between perceived humour and brand attitude. Finally, the results also determined that NFC, NFA, and perceived humour influence the processing of advertising message in the low and high involvement conditions of message elaborations. The findings encourage future researchers to further assess consumers’ attitude towards brand in various advertising contexts in more detail. The study contributes to the advertising guidelines for advertising firms and policy makers. In addition, the study contributes to the theoretical establishment of the Elaboration Likelihood Model (ELM) that can be used for future research extension. Keywords: Brand attitude, involvement, need for cognition, need for affect, perceived humour.

Facebook news feed ads: a social impact theory perspective

Purpose The purpose of this paper is to examine the effects of “social information” in Facebook News Feed ads on American users’ advertising responses, including ad credibility, attitude-toward-the-ad, brand interest, intention to click and purchase intention. Using social impact theory as a conceptual framework, three factors were tested – relationship strength, physical distance and number of affiliated friends. The moderating role of product involvement was also investigated. Design/methodology/approach A 2 (strength of relationship: weak vs strong) × 2 (immediacy of relationship: close distance vs long distance) × 2 (number of friends: one vs several) between-group factorial design was used, and 397 research participants were recruited through Amazon’s Mechanical Turk (MTurk). Findings Significant main effects were found for relationship strength and physical distance. Product involvement was identified as a moderating variable. No significant effects were found under the high involvement condition. Under the low involvement condition, however, relationship strength and physical distance significantly affected Facebook users’ advertising responses. Research limitations/implications Research samples were recruited through Amazon’s Mechanical Turk (MTurk). It is possible that the characteristics of this specific social group might have influenced the findings of the study. Only one specific product category, fast casual restaurant, was tested. Participants were asked to imagine themselves in certain scenarios. Even though the scenarios were carefully tested in the pretest and clear instructions were given, field experiments might be helpful in future research to better reflect the actual consumer experience. Practical implications Marketers should take advantage of the “social information” feature in Facebook News Feed ads, especially for low involvement products. Names of friends with stronger social relationships and within close physical distance should be included in the ads. Originality/value The study is one of the first to examine the effects of “social information” in Facebook advertising. It also confirms the Social Impact Theory in a social media setting.

Untangling the cultural component behind the contextual placement of out-of-home advertising

Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment’s favorable attributes. However, prior research using U.S. subjects suggested that these associative benefits do not actually transfer onto the advertised brand. We faithfully replicate this earlier research using a non-Western sample and find that culturally based communication and cognitive processing models may explain the lack of results in the earlier study and affirmative results in our study. Three experimental conditions are used: single exposure, multiple exposures, and high involvement. We find that a billboard’s external environment does influence brand evaluations but only in the single-exposure condition. A possible explanation for why results were not evident in the multiple exposure and high involvement conditions may be related to the amount of message elaboration across study conditions.

How Preferred Brands Relate to the Self: The Effect of Brand Preference, Product Involvement, and Information Valence on Brand-Related Memory.

This study adopted the paradigm of the self-reference effect to explore how brand preference, product involvement, and information valence affects brand-related memory by three experiments. Experiment 1 examined memory differences between positive/negative information of self-/other-preferred brands. Results showed increased memory of positive words (i.e., the effect of information valence) in the self-preferred brand group, yet memory of self-preferred brands was poorer than that of other-preferred brands. Experiment 2 examined effects of degree of brand preference and information valence, and revealed a positive association between degree of preference and memory of brand-related positive words. Experiment 3 explored the effects of brand preference and product involvement. Results showed that the memory of high-preference brands was stronger in the high-involvement group. Additionally, product involvement demonstrated a significant positive correlation with memory. The observed effects of information valence, especially in self-preference (Experiment 1) and high-preference (Experiment 2) conditions, can be explained by self-schema and mnemic neglect theories. The increased memory of highly preferred brands in a high-involvement condition can be explained by intimacy and self-expansion models (Experiment 3).

Are you able to recall the brand? The impact of brand prominence, game involvement and persuasion knowledge in online – advergames

PurposeThe purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online advergames. Specifically, this investigation uses limited capacity model of attention and persuasion knowledge model to expound the conditions under which brand placements create attention, elaboration and subsequent brand recall and brand attitude.Design/methodology/approachA 2 (brand prominence: prominent versus subtle) × 2 (game involvement: high versus low involvement) × 2 (persuasion knowledge: high versus low) between-subjects measures design is used. A total of 224 student gamers participated in the study. A between-subjects measures multivariate analysis of variance is used to test the hypotheses.FindingsThe results show that an advergame with prominent brand placement under low game involvement condition results in high brand recall but less favorable brand attitude than under high game involvement condition. Furthermore, a three-way interaction shows that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report high brand recall than the subjects with low persuasion knowledge. The findings also reveal that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report less favorable brand attitude than the subjects with low persuasion knowledge.Research limitations/implicationsThis paper adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of online advergames, and expounds the role played by brand placement and its boundary conditions to create customers’ brand memory and attitude. Furthermore, this investigation adds to the marketing knowledge on how and where to position and embed the brands effectively in advergames taking into account the characteristics of the gamer, such as the game involvement and gamers’ persuasion knowledge about the advergame.Originality/valueThis study adds to the works of online advertising, particularly the advergames by discovering the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude. Also, this study is the first in its stream toward understanding the moderating role of persuasion knowledge on Indian gamers’ recall and attitude in the context of online advertising.

Temporal duration and attribution process of cause-related marketing: moderating roles of self-construal and product involvement

Applying the self-construal (SC) temporal match effect to a cause marketing context, this study investigated the conditions under which cause-related marketing campaigns generate stronger altruistic attributions of sponsor motives and subsequently purchase intention. As major factors, temporal duration (long-term vs. short-term), SC (independent vs. interdependent), and product involvement (high vs. low) were incorporated in the integrative model and the three-way interaction effect on altruistic attributions was assessed. With the use of online experimental data from 323 college students, the matching effect of temporal duration and SC was found, such that independent individuals were influenced by the message that was framed with the distant, long-term duration. Our findings further found that this matching effect was more pronounced for the high-involvement product, but not for the low-involvement product. In addition, this study discovered that altruistic attributions mediated the effect of temporal duration on purchase intention in the low-involvement product condition, but not in the high-involvement condition. Theoretical and managerial implications were discussed for researchers and practitioners.

The Effects of Gain Versus Loss Message Framing and Point of Reference on Consumer Responses to Green Advertising

An experiment was employed to determine the effect of gain versus loss message framing, point of reference (i.e., self vs. environment), and product involvement on the effectiveness of green advertising. Results indicate that in the context of green advertising for consumer products, gain frames and self appeals elicit more favorable responses than loss frames and environment appeals. However, when combined, a self/loss framing is more persuasive than an environment/loss framing. This difference was muted for the high product involvement condition, possibly due to more message elaboration occurring under this condition. Theoretical and managerial implications are discussed.

The reversing influence of involvement on the framing effect: The role of emotions and negativity

AbstractThe Asian disease problem (ADP), as a demonstration of the framing effect, revealed a preference reversal between options perceived as risky and those perceived as certain. This research identifies individuals' involvement level as a moderator of the framing effect. The framing effect in the ADP consisted of emotional choice outcomes regarding human lives. Two studies in this paper demonstrate that when based on emotional choices, the framing effect in high involvement conditions increases in size. Interestingly, this influence of involvement reverses when the framing effect is based on rational choices. The studies reveal that the negativity invoked by the certain loss option is instrumental in the underlying mechanism of the risky choice framing effect, such as that demonstrated by the ADP. Copyright © 2014 ASAC. Published by John Wiley & Sons, Ltd.

Loyalty intentions

Purpose – This article aims to present a model linking loyalty intention, brand commitment, brand credibility and brand awareness. The model shows the mediating role of brand commitment and brand credibility on loyalty intention. The researchers also investigated the changes in the given model under high and low involvement conditions, explicitly considering involvement as between-subject differences rather than between-product differences. The change in customer loyalty intention under varying levels of product involvement is a highly debated topic among researchers. Design/methodology/approach – The model was tested on a sample of 318 executives who have bought and are using deodorants. The respondents had given responses for loyalty intentions, brand commitment, brand credibility, brand awareness and involvement towards the brand of deodorant that they use. Confirmatory factor analysis was used to validate the tool for measurement of constructs and multi-group structural equation modelling for testing the hypotheses and comparing the nested models. Findings – The difference between high and low involvement groups in the given model supports the hierarchy-of-effects view. We found that attitude precedes behaviour for highly involved individuals but followed a different hierarchy among the individuals with low involvement. Research limitations/implications – This research investigates the proposed model for a single product category and so the scope of generalisability is limited to the product selected. This research has considered behavioural intention rather than the behaviour in this study. Practical implications – The study demonstrates the differences in the hierarchy-of-effects among low/high involvement groups. Thus, the findings will have an impact on the approach of practitioners, as different strategies will have to be adopted for the enhancement of loyalty intentions based on the difference in perceived involvement of consumers. Originality/value – This paper shows the need to differently target consumers with different levels of perceived involvement, within the same product class and thus between-subject involvement can be used as a segmentation variable.

Attributes of background music and consumers’ responses to TV commercials

This study extends and crystallizes the literature on the effect of background music in the TV advertising setting by focusing on differential effects of attributes of background music on consumers’ attitudes toward TV advertising based on their involvement. The familiarity of background music was more likely to influence attitudes towards advertisement, brand attitudes and purchase intentions in the low-involvement condition, whereas the product fit of background music was more likely to do so in the high-involvement condition. This indicates that effective attributes of background music can be varied according to consumer involvement.

At the Roots of Product Placement: The Mere Exposure Effect

The present study aims to analyze the effect of product placement on attitude change and takes into consideration psychological models of the mere exposure effect. A sample of high school students watched an excerpt from two widely-distributed movies in which several products were shown by using the technique known as product placement. The results indicate that students who saw the commercial brand liked the products more than those who didn’t see it. This effect, in line with the literature on the product placement effect, seems to be independent from the recognition of the brand in the movie excerpt. This study also shows that, in the high involvement condition, one exposure is enough to produce a positive attitude toward the brand.

Understanding the Relation Between Attitude Involvement and Response Latitude Using Item Response Theory

Adapting the original latitude of acceptance concept to Likert-type surveys, response latitudes are defined as the range of graded response options a person is willing to endorse. Response latitudes were expected to relate to attitude involvement such that high involvement was linked to narrow latitudes (the result of selective, careful responding) and low involvement was linked to wide latitudes (the result of disinterested, careless responding). In an innovative application of item response theory, parameters from Samejima’s graded response model were used to examine response latitude width. Other item response theory–based tools (e.g., test characteristic curves, information functions) were used to examine the influence of response latitudes on the psychometric functioning of several attitude surveys. A mix of experimental and nonexperimental methods was employed to create groups of high and low involvement surveys. Comparisons of these surveys showed that high involvement was related to significantly narrower response latitudes than low involvement. Furthermore, wide response latitudes were related to unfavorable psychometric properties such as reduced survey discrimination and reduced internal validity relative to narrow latitudes. Comparisons of information functions in high and low involvement conditions, however, were less consistent. Implications of wide response latitudes are quite unfavorable for researchers and suggest that an element of error is present when respondents feel little involvement with an attitude topic.

Culture, cognitive style and consumer response to informational vs. transformational advertising among East Asians: Evidence from the PRC

Existing literature suggests that people's cognitive styles vary significantly across nations and cultures, and that East Asians emphasize holistic information processing and are more receptive to transformational advertising than people in the West. Yet, both theoretical rationale and empirical evidence of the effect of cognitive style on consumers' advertising responses are lacking. This study proposes a congruency-activation model and adopts a three by two experimental design to examine Chinese consumers' attitude towards different advertisements. The results indicate that Chinese consumers prefer transformational and integrated ads to informational ads under both low and high involvement conditions. Protocol analysis shows that Chinese consumers engage in more affective processing than cognitive thoughts. Thus, marketers should consider the effect of the cognitive style of indigenous consumers when devising international advertising strategies.

Music as a Magical Cue

Although music is one of the most important attributes of broadcasting communications, few studies have examined the relationship between background music and the behavior of audiences, particularly in the context of TV home shopping programs, where purchase decisions are made while watching the show. The objective of this study is to examine whether certain characteristics of music in broadcasting communications can affect the audiences` purchase intentions or behaviors. Unlike previous studies on this issue, this study considers the impulse-inducing capability (IIC) of music as an important variable affecting consumers` purchase intension. A 2x3 (high/low involvement and high/low/no IIC music) between subjects design was used for the experiments in the study. The TV home shopping programs in the high or low involvement condition were identical except for the type of background music: high IIC music, low IIC music, and no music. A total of 188 undergraduate students at a college in Seoul, South Korea participated in the study. Their ages range from 20 to 25 (median age = 22), and nearly 60% were male. Our analysis showed that in the low involvement condition, high IIC music was more likely to have a positive effect on purchase intentions than low IIC (common) music or no music did. Meanwhile, there was not any significant relationship between music and purchase intentions in the high involvement condition. Given that previous studies have provided no clear evidence of the effects of music on consumers` purchase intentions or behaviors, this study makes an important contribution to the literature in this field. The result of this study provides implications to the practitioners in the market, too. Marketers need to reevaluate the value of music used in broadcasting communications and pay more attention to find the right music for their campaigns. Limitations of this study as well as directions for future studies are also discussed.