The Moderating Effects of Ad Message Involvement: A Reassessment
本研究重新检验了广告信息卷入度在双模式说服模型和情境评价转移模型中的调节作用，发现关键构念间的关系得到支持，包括先前未被验证的假设。
Abstract Abstract Recent conceptual and empirical work by MacKenzie and Lutz has provided an organizing framework for understanding the brand attitude formation process under varying involvement conditions. The present study extends this research effort by more closely examining the moderating effects of ad message involvement (AMI) in the context of the dual mode persuasion (DMP) and contextual evaluation transfer (CET) models. Utilizing a non-manipulated treatment of involvement and an alternative measure of brand perceptions, structural relationships among key constructs in both models were well-supported, even relationships hypothesized but not previously supported by MacKenzie and Lutz.