The interaction of message framing and felt involvement in the context of cell phone commercials

Brett A. S. Martin · Roger Marshall

53 citations0/0 files storedEuropean Journal of Marketing

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Investigates the relationship between print advertisement wording and consumer interest in relation to cell phone promotion. Reports on an experiment involving two independent variables: message framing and felt involvement levels. Shows how these variables interact regarding attitudes towards cell phones for a New Zealand sample. These findings provide new insights as well as support for previous empirical research. Discusses theoretical and managerial implications and directions for future research.

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1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1980Understanding Attitudes and Predicting Social Behavior 1997The Psychology of Attitudes 1988The Role of Involvement in Attention and Comprehension Processes 1965The Impact of Television Advertising: Learning Without Involvement 1987The effect of message framing on breast self-examination attitudes, intentions, and behavior.1990Trying to Consume 1995A comparative analysis of four scales of consumer involvement

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