The Relationship between Experimental Manipulations and Tests of Theory in an Advertising Message Involvement Context

Russell N. Laczniak · Darrel D. Muehling

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Advertising and Communication Studies

Abstract

Advertising message involvement (AMI) has been identified as an important individual/situational factor influencing advertising processing. In order to isolate and examine various theoretical relationships, researchers often experimentally manipulate AMI. In this study, several manipulations of the construct were tested for their ability to place individuals into high- and low-involvement groups. The results of the analyses indicated that modifications in manipulation instructions may alter the pattern of results obtained on manipulation-and confounding-check measures. The findings also suggest that relationships between theoretical constructs may be dependent upon the involvement manipulation utilized. The study is intended to demonstrate the delicate balance/relationship between methodological rigor and theoretical development/advancement.

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1979A Paradigm for Developing Better Measures of Marketing Constructs 2025Advances in Consumer Research 1964Statistical Principles in Experimental Design 1985Measuring the Involvement Construct 1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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