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dc.contributor.authorDanbury, Annie Hagenen_GB
dc.contributor.authorMortimer, Kathleenen_GB
dc.date.accessioned2012-11-14T07:56:44Z
dc.date.available2012-11-14T07:56:44Z
dc.date.issued2011-06-28
dc.identifier.urihttp://hdl.handle.net/10547/252074
dc.description.abstractThe purpose of this study is to examine the impact that affective dimensions of involvement have on the decoding process of print advertisements. The results from a factorial experiment using advertisements for two types of product, credit cards and chocolate bars, indicate that outcomes of the decoding process are predominantly influenced by affective dimensions of involvement, such as interest and pleasure, in a low involvement situation. This affective involvement has a strong relationship with likeability of the advertisement. However the relationship between comprehension and likeability is less straightforward and seems to be linked to beliefs about the advertisement.
dc.language.isoenen
dc.publisherEuropean Advertising Academyen_GB
dc.subjectaffective involvementen_GB
dc.subjectprint advertisementsen_GB
dc.subjectcomprehensionen_GB
dc.subjectlikeabilityen_GB
dc.subjectadvertisingen_GB
dc.titleAffective involvement in advertising effectiveness: implications for interpretation of print advertisementsen
dc.typeConference papers, meetings and proceedingsen
dc.contributor.departmentUniversity of Bedfordshireen_GB
dc.identifier.journalICORIA Conference Proceedingsen_GB
html.description.abstractThe purpose of this study is to examine the impact that affective dimensions of involvement have on the decoding process of print advertisements. The results from a factorial experiment using advertisements for two types of product, credit cards and chocolate bars, indicate that outcomes of the decoding process are predominantly influenced by affective dimensions of involvement, such as interest and pleasure, in a low involvement situation. This affective involvement has a strong relationship with likeability of the advertisement. However the relationship between comprehension and likeability is less straightforward and seems to be linked to beliefs about the advertisement.


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