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States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level of consumer involvement; however, consumers are rarely segmented. Points out that different involvement clusters have different responses to advertising effectiveness for the same product. Presents a case study segmenting a market using the consumer involvement degree, exploring the characteristics in order to determine the relationship between advertising effectiveness and the level of consumer involvement. Shows results suggesting that a high degree of consumer involvement directed a high advertising effect and is therefore an important indication for advertising strategy.

Employee involvement (EI) is a major part of high-performance work systems (HPWS) that have successfully transformed a large number of organizations and have become standard practice in many new organizations. Despite the proven benefits of EI, however, it is still not as widely utilized as it could be even when accounting for industry and organization differences in its applicability. We suggest that EI implementation is limited in part by the change management challenges it presents. We review the recent research on EI and HPWS, and suggest ways in which change research and theory can inform our understanding of why EI practices have fallen short of their potential and how they can be effectively implemented.

This paper aims to look at the effects of different levels of involvement (high and low) on social media (Facebook) users' engagement (likes, shares and comments) with different types and formats of brand content.

The authors analyzed user reactions to 1,156 Facebook posts from eight business-to-consumer brands (goods and services). Based on a post hoc test, four product/services were identified as belonging to the group of high-involvement and the other four as low involvement.

The data suggest that, when involvement is low, users in general engage more with brand posts regardless their format (text, image and post) or type (hedonic and informative), or even the interaction of both. Moreover, low involvement leads users prefer to comment on brand content, whereas higher involvement is associated with to sharing it. Exceptions were observed for images (both hedonic and informative) and for hedonic image and video in both low and high involvement users.

The goal was not to measure users’ attention to each type of post. Moreover, the authors did not have access to information regarding which devices were used to access the online content and whether that aspect might have an impact on users’ reactions. Neither do they claim that engagement necessarily reflects positive reactions, as any content analysis of users’ reactions was beyond the scope of this project.

These findings are expected to help brand managers and social media strategists to better select content based on their marketing goals, as well as to provide a potential explanation for the success of campaigns.

As far as we are aware, no previous study has attempted to observe the mediated effect of consumer involvement on brand posts considering their type and format. We also believe that this is the first observation of how behavior differentiates according to the target audience’s level of involvement. This paper also proposes a convenient framework for categorizing social network sites content. Suggestions for future research are made at the end.

This paper aims to address the role of product involvement in the brand preference formation of men and women. Product involvement can be defined as a consumer’s motivation for product purchase that affects their information processing strategies when forming a brand preference (e.g. more automatic at low levels vs more deliberative at high levels). Given that gender differences are found to be context-dependent, it was expected that, when forming a single brand preference, men would emphasize instrumental aspects (functional and socially conspicuous utilities) and women the experiential utility of the brand only with high-involvement-level products.

A descriptive survey (n = 459) using structural equation modeling (SEM) analysis was used following an online experiment where involvement level was manipulated (n = 255) to validate the results.

Stereotypical gender differences appeared at high, but not low-involvement levels. Theoretically, these findings question the evolutionary basis of gender differences, as differences were not consistent at both levels.

The findings raise questions about the efficacy of segmenting by gender when aiming to increase brand preference of low-involvement products, whereas stereotypical targeting seem to be effective for increasing preference for high-involvement ones.

For the first time, the role of product involvement and gender was examined in brand preference formation. This can theoretically clarify whether gender differences are consistent or dependent on the level of involvement. This information can help in designing efficient marketing strategies for products with different involvement levels.

This study investigates consumers’ affective attachments toward products, based on generalizable and managerially relevant product attributes. Two surveys of 123 consumers found that high‐involvement, high‐meaning products tend to share ten common attributes. The managerial implications of each attribute are discussed, including specific ways that brand managers and new product development teams can engineer relationships between brands and customers.

The purpose of this paper is to investigate the role of product and customer dimensions in the contribution of brand experience to the formation of true brand loyalty. The dimensions included are brand credibility, affective commitment and involvement. Synthesising past studies, the researcher proposes brand credibility and affective commitment to mediate the relationship between brand experience and true brand loyalty. Furthermore, the researcher investigates the variation in hierarchical pattern, i.e. brand experience-brand credibility affective commitment-true brand loyalty, under different levels of involvement.

The variations in hierarchy were compared by design. The authors investigated the variations in hierarchy on the basis of products which belong to different level of involvement, on the basis of individual differences in involvement, and on the basis of the interaction of product involvement and subject involvement. Multi-group invariance tests in SEM were used to explore model variations.

The hierarchy-of-effect model was found to vary based on the level of product involvement, subject involvement and interaction involvement. Three patterns of hierarchy have been observed: the first pattern was observed in high-high groups (both product involvement and subject involvement were high), the second pattern was observed in low-low groups (both product and subject involvements were low) and the third pattern among high-low or low-high groups.

The variation observed highlights the need to segment the market by interaction involvement. This would be useful for managers engaged in building sustainable consumer-brand relationships.

This study considered the interaction of product approach and subject approach in defining involvement which is rarely attempted in research. The study also integrates the variations in the role of customer dimensions, namely involvement, brand credibility and affective commitment with the relationship between the central constructs brand experience and true brand loyalty. The variations observed are among a socio-economically homogeneous sample of respondents.

This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program.

Two studies of 2 (program involvement: high vs low) × 2 (advertisement involvement: cognitive vs affective) between subject design were conducted; one study was for cognitive program and other study was for affective program. Existing scales were used after conducting reliability and validity tests.

The influence of different levels of involvement with a television program on recall of cognitive and affective advertisements was found. Specifically, recall of cognitive advertisement was found to be higher when involvement with television program is low than when involvement with program is high. Recall of affective advertisement was found to be lower when involvement with program is low than when involvement with program is high.

Results indicate that cognitive advertisements are recalled more at point of low involvement with program, whereas affective advertisements are recalled at point of high involvement with program. The implications are in the field of understanding and making advertisement airing decisions.

When the television program progresses, the story tends to build, and hence, the involvement increases. Therefore, involvement level with the program at initial point and later point can vary. This study identified the possibility of cognitive advertisement being recalled more at initial point of a television program, i.e. at low involvement, and affective advertisement being recalled more at the later point of the same television program, i.e. at high involvement.

The purpose of this paper is to study the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude in the context of online advergames. Specifically, this investigation uses limited capacity model of attention and persuasion knowledge model to expound the conditions under which brand placements create attention, elaboration and subsequent brand recall and brand attitude.

A 2 (brand prominence: prominent versus subtle) × 2 (game involvement: high versus low involvement) × 2 (persuasion knowledge: high versus low) between-subjects measures design is used. A total of 224 student gamers participated in the study. A between-subjects measures multivariate analysis of variance is used to test the hypotheses.

The results show that an advergame with prominent brand placement under low game involvement condition results in high brand recall but less favorable brand attitude than under high game involvement condition. Furthermore, a three-way interaction shows that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report high brand recall than the subjects with low persuasion knowledge. The findings also reveal that for a prominent brand placement advergame with high game involvement, the subjects with high persuasion knowledge report less favorable brand attitude than the subjects with low persuasion knowledge.

This paper adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of online advergames, and expounds the role played by brand placement and its boundary conditions to create customers’ brand memory and attitude. Furthermore, this investigation adds to the marketing knowledge on how and where to position and embed the brands effectively in advergames taking into account the characteristics of the gamer, such as the game involvement and gamers’ persuasion knowledge about the advergame.

This study adds to the works of online advertising, particularly the advergames by discovering the impact of brand prominence, game involvement and persuasion knowledge on gamers’ brand recall and attitude. Also, this study is the first in its stream toward understanding the moderating role of persuasion knowledge on Indian gamers’ recall and attitude in the context of online advertising.

The purpose of this study is to enhance the knowledge about advertising effects of brand placements in games on players’ brand recall and attitude. More specifically, this study examines the varying effects of brand prominence on gamers’ brand recall and brand attitude under varied game-involvement and need for cognition (NFC) conditions from attention and elaboration perspectives in the context of in-game advertising (IGA).

A 2 (brand prominence: prominent or subtle) × 2 (game-involvement: high or low) × 2 (NFC: high or low) between-subject measures design was used. Moreover, 240 student gamers participated in the study. A between-subjects measure multivariate analysis of variance was used to test the hypotheses.

The results revealed that for a game with prominent brand placement, low game-involvement resulted in greater brand recall than high game-involvement condition. Furthermore, for a game with prominent brand placement, high game-involvement condition resulted in more favorable brand attitude than low game-involvement condition. For a game with subtle brand placement, no differences in brand recall rates as well as brand attitudes were found between the high and the low game-involvement conditions. Likewise, for a game with prominent brand placement under low game-involvement condition, high NFC players reported higher brand recall rates and less favorable brand attitudes than the low NFC players. On the other hand, for a game with subtle brand placement under high-game-involvement condition, no differences in brand recall rates as well as brand attitudes were found between the high and the low NFC players.

The process of experimentation used in this study to collect responses was susceptible to some limitations. However, this research adds to advertising literature from a non-traditional advertising viewpoint, predominantly in the context of IGA. This study enlightens the role of brand prominence and its boundary conditions to create customers’ brand memory and brand attitude. Likewise, this investigation adds to the marketing knowledge on how to embed and position the brands effectively in digital games taking into account the specific physiognomies of each game and individual traits of gamers.

This study provides a clear understanding of how marketers can design and develop effective games with a purpose to increase and improve customers’ awareness and attitudes toward the advertised brands by embedding brands in games. The experimental findings suggest the advertising practitioners and game designers to think for a right mix of game-specific factors, that is brand prominence, and individual and situational factors, that is game-involvement and NFC, while creating games to have a stoutest positive advergaming effect on players’ brand recall and brand attitude.

This study adds to the literature of non-traditional advertising media, specifically to the context of IGA, by investigating the impact of brand prominence, game-involvement and gamers’ NFC on their brand recall and attitude. From the attention and elaboration perspectives, this study is the first attempt to understand how brand prominence and its boundary conditions, that is game-involvement and NFC, impact players’ brand recall and brand attitude.

This paper aims to understand whether product descriptor cues related to artisanal qualities can help marketers to delineate their clothing product offerings to consumers by influencing consumers’ perceived product values and the effect (if any) of consumers’ fashion clothing involvement on such value perceptions. In today’s intensely competitive market environment marked by minimal product differentiation, marketers are often using the terms artisan, handcrafted or similar to indicate that their products are different, produced with care, are of higher quality and even premium.

For the study, a 2 (Involvement: High/Low) × 4 (Cues: Control/Artisan-made/Part of a curated collection/Handcrafted) × 2 (products replications: Jeans/Handbags) mixed model repeated measures experiment was designed. A sample of 487 adult female US consumers was recruited using a market-based research firm.

Results indicated that framing luxury products as artisanal using product descriptor cues influenced the perceived value of these products. Moreover, consumers’ fashion involvement positively influenced their perceived value for artisanal luxury products.

The study is one of the few attempts in understanding the value of artisanal luxury products. Given the importance of the artisanal luxury industry to the global economy, focusing on how consumers perceive the value of artisanal luxury products is important to marketers and practitioners as well as academicians. From a theoretical perspective, the study indicates fashion involvement as a predictor of consumers’ perceived value, thereby filling a gap in literature. The study used two different product categories to aid in generalizability of the results.