ABSTRACT
The study of involvement has a long and impressive history culminating in the recent classic by the Sherifs and Nebergall. 1 However, all the recent history concerns involvement with issues or topics, and not with particular and specific persuasive stimuli. While topic or issue involvement does hold implications for the level of stimulus involvement that a subject is predisposed to bring into the stimulus situation, it is demonstrably inadequate as a measure of stimulus (e.g., advertising) differences on the same topic (e.g., product or brand).
