The importance of product involvement for predicting advertising effectiveness among young people

Tali Te'eni-Harari and Sam N. Lehman-Wilzig
Bar-Ilan University

Shlomo I. Lampert
Hadassah 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 et al. 1977; Wartella 1981; Anderson & Lorch 1983; Roedder et al. 1983; Van Evra 1990; Gunter & McAleer 1997; Pawlowski et al. 1998).