chapter  4
16 Pages


Research in marketing communication, advertising, and consumer behavior has been concerned with the concept of involvement. In general, there is agreement that the construct of involvement represents the notion of personal relevance or importance (Park & Young, 1986; Ratchford, 1987; Zaichkowsky, 1985). Further, Zaichkowsky (1986) has identified three different antecedents of involvement: person, object/stimulus, and situational factors. Zaichkowsky also describes three different domains of involvement: advertising, product, and purchase decision. However, it is not clear what the nature of involvement (or personal relevance) is in each of these domains. For example, it is uncertain what constitutes high personal relevance in the advertising domain. What mental outcomes, specifically, represent the involvement construct?