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| Author: | Te'eni-Harari, T. Lehman-Wilzig, S.N. Lampert, S.I. |
| Title: | The importance of product involvement for predicting advertising effectiveness among young people |
| Journal: | International Journal of Advertising
2009 : VOL. 28:2, p. 203-229 |
| Index terms: | advertising effectiveness consumer behaviour young people Israel |
| Language: | eng |
| Abstract: | This study examines the role of the product involvement variable in advertising information processing among young people in Israel, aged from 4 to 15, with three other relevant variables: age group, type of argument and character attractiveness. Advertisement (as: ad/s.) effectiveness is shown to be significantly and positively influenced by product involvement, to be significantly and negatively influenced by age group, to be influenced in part by type of argument, and not to be influenced by the character in the ad. |
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