The importance of product involvement for predicting advertising effectiveness among young people
Tali Te’eni-Harari and Sam N. Lehman-Wilzig and Shlomo I. Lampert
The current study investigates the role of the product involvement variable in advertising information processing among young people in Israel, aged 4–15, in tandem with three other relevant variables: age group, type of argument and character attractiveness.
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...
