The importance of product involvement for predicting advertising effectiveness among young people
Tali Te'eni-Harari and Sam N. Lehman-WilzigBar-Ilan University
Shlomo I. LampertHadassah Academic College, Jerusalem
Introduction
The issue of advertising effectiveness among young people has been the subject of considerable debate over the years, with the essence of the discussion centring on the age variable. Conventional wisdom to date has been that age is the principal variable influencing the effectiveness of an advertisement when targeting young people (Robertson & Rossiter 1974; Wartella & Ettema 1974; Atkin 1975; Liebert et al.1977; Ward...