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Journal of Current Issues & Research in Advertising Volume 15, 1993 - Issue 1
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Original Articles

Defining, Operationalizing, and Using Involvement in Advertising Research: A Review

Darrel D. Muehling Ph.D. College of Business and Economics, Washington State University, Pullman, Washington, USA; University of Nebraska—Lincoln, USA
,
Russell N. Laczniak Ph.D. College of Business Administration, Iowa State University, Ames, Iowa, USA; University of Nebraska—Lincoln, USA
&
J. Craig Andrews Ph.D. Marquette University, Milwaukee, Wisconsin, USA; University of South Carolina, USA
Pages 21-57 | Published online: 08 May 2012
 
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Abstract

This paper provides a comprehensive review of the involvement literature as it pertains to advertising research. In addition to reviewing the various means by which involvement has been conceptualized, operationalized, and incorporated in past marketing/advertising studies, a synthesis of the findings and directions for future research are offered.

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