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Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing.

To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment.

DVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness.

Like TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA.

Companies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format.

As technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.

The study addresses the effect of product usage, satisfaction derived out of the same and the brand switching behaviour in several product categories while looking at the product involvement level in the Indian marketplace. A fair amount of work has been done in the area of customer satisfaction and loyalty and many customer satisfaction indexes are available in the market using different variables and characteristics. The study attempts to understand the brand switching behaviour of the customers and its relation not with just satisfaction derived out of the product but also connects to the usage pattern of the customers and product involvement. Five categories (vehicles, television, soap, hair oil, and ice cream), involving varying levels of involvement were chosen. Cluster analysis was used to understand the grouping of the characteristics across the categories and their effect on brand switching behaviour in correlation with satisfaction and involvement level. It was observed that product usage and related level of satisfaction fail to explain the brand switching behaviour. Product involvement was found to have moderate impact on readiness to switch. The study emphasises that marketers will have to keep a constant eye to understand the usage pattern associated with their products and the satisfaction derived out of it and also at how customers involve themselves with the product to lessen the brand switching behaviour among their customers.

This purpose of this study is to examine the impacts of trivial attribute and product involvement on product evaluation in different product‐line extensions.

In this study, a 2×2×2 between‐subjects experiment was conducted.

It was found that the product with trivial attributes has a higher evaluation than those without trivial attributes in the upward extension situation. The highly involved product with trivial attributes is more positively evaluated than those without trivial attributes.

During the experimental process, the subjects read only the product information described in words and photographs.

Firms can differentiate their products by trivial attributes to create implied benefits. However, a trivial attribute does not always function well for all products, and positive evaluation is associated with trivial attributes coupled with price.

The paper examines the interaction effect among trivial attributes, product involvement and product‐line extension strategy.

The purpose of this paper is to examine the interplay of crisis type and felt involvement as well as product category on publics’ anger toward the company and empathy for the victims.

This study uses an experiment based on a 2 (crisis type: accident vs transgression) × 2 (publics’ felt crisis involvement: high vs low) × 2 (product category in crisis: food-related vs technology-related) mixed design.

Differential main effects on emotions were detected in different consumer product crises. One of the most interesting findings in this study was the main effects of high felt involvement over low felt involvement in strong feelings of anger toward a company and empathy for the victims in both food- and technology-related crisis situations. There was an interaction effect between crisis type and product category on feelings of anger toward a company. Participants in the food-related crisis condition reported more anger when exposed to a transgression crisis than an accident crisis.

Future research needs to study other important crisis emotions and to measure them with multiple items instead of a single item. It would be useful to find out what combinations among crisis variables would produce interaction effects to better understand how different publics’ emotions are inducted and processed in different crisis situations.

The role of felt involvement on public emotions may not be product category specific, but rather be affectively influential across different product categories. From the standpoint of crisis management practice, the main contribution of the present study is to provide empirical evidence that crisis communication managers could use the level of publics’ felt crisis involvement to better predict publics’ emotions that are likely to be felt and displayed in crisis situations.

This study investigates the crisis-generated discrete emotions as a function of crisis type and felt involvement. Felt involvement should be considered as an important construct due to its potential consequences on publics’ emotions and their behaviors beyond perceptions of crisis responsibility. Crisis response messages should be strategically developed with a consideration of the interplay of crisis type, publics’ felt involvement, and product categories.

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.

A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria than does low level of product involvement. Inferring the level of product involvement from these behavioral or evaluative characteristics is, however, potentially misleading. Two factors are identified as mediating the relationship between the high level of involvement and these characteristics: (1) product trial, and (2) the consumer learning stage. The results of the present study support this view. Even for high involving products, considerable variations exist in these characteristics, depending on product trialability and consumer learning stage. Several strategic marketing implications stemming from these results are offered.

Within consumer psychology, both product involvement and perceived risk are viewed tobe motivational constructs, influencing subsequent consumer behaviors such as information search and dissemination, as well as extensiveness of the decision‐making process. While these constructs are closely related, extant research reveals considerable ambiguity regarding the psychological mechanisms by which components of these two constructs influence one another. This article presents a conceptual motivational process model, explicating the processes by which involvement and consumer risk perceptions are caused, and influence one another, as well as subsequent behavioral responses of consumers. An empirical study, carried out to test the motivational process model and the hypothesized causal relationships finds overall support. Implications of this research for marketers and consumer psychologists are discussed and suggestions for future research are provided.

Respondents from fifteen countries reported their level of use and involvement with eight products and services: the countries were Argentina, Austria, Australia, Barbados, Canada, Chile, China, Columbia, England, Finland, France, Mexico, Sweden, the United States and Yugoslavia; the products and services were air travel, beer, blue jeans, eating at a restaurant, hair shampoo, going to the cinema, soft drinks and stereo sets. The results indicated that country accounted for eight to 45 per cent of the variation in product and service usage. Among regular product users, country accounts for one to 20 per cent of the variation in involvement levels across products and services.

This study's aim is to apply the personal involvement approach to store brand products' buying proneness. With respect to the conflicting perspectives of narrow “latitudes of acceptance” and “extensive search”, are presumed different levels and different types of personal involvement. The aim is to formulate a conceptual framework integrating three types of relevant consumer values: functional involvement, symbolic involvement and economic involvement, along with two well established mediating variables, and two consumer characteristics as exogenous variables.

Data were collected through a survey of 914 shoppers randomly recruited from 11 grocery stores. The study employs an exploratory factor analysis method following path analysis, using structural equation modeling (SEM).

The results show the significance of a multifaceted perspective of consumers' personal involvement in grocery shopping conditions. This perspective leads to the possibility of high personal involvement in grocery products shopping. Regarding consumers' store brand buying intention, personal involvement facets have only a marginal effect, while the direct substantial effects are derived from familiarity and value for money.

Retailers are advised to go beyond their efforts to persuade consumers that their products have economic value; they should encourage consumers to compare and evaluate the functional attributes of their store brands. For the social-symbolic consumer, they should employ different products' quality layers and different appealing brand names.

The originality of this study lies in the multifaceted alternative approach of consumers' personal involvement in grocery shopping processes, and the conceptual framework proposed to examine the effect of personal involvement facets on store brand buying intentions.

The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high involvement situations. Also, due to the expected demographic diversity among target consumers, the study aimed at assessing the impact of respondent's age and gender on the effectiveness of image match-up.

Building on the three-order hierarchy model, two experiments were conducted (utilising celebrity and non-celebrity endorsers) for two high involvement hierarchies, i.e. standard learning and dissonance/attribution. Through fictitious print advertisement, the experiments assessed the effectiveness of the match-up in terms of consumer attitudes towards advertisement and brand and intentions to purchase.

The match-up consistently and significantly outperformed non-celebrity attractive endorser in case of standard learning hierarchy. The same conclusion was not established for dissonance/attribution hierarchy due to the lack of significant results. The findings also suggest that the match-up subdues the impact of consumer's gender and age on consumer attitudes only in case of standard learning hierarchy.

The study provides interesting theoretical implication by challenging a widely held postulation about the applicability of celebrity and product match-up under high involvement.

The research provides the practitioners with a better understanding of important issues, mainly, whether to use a celebrity endorser and selecting the right celebrity, especially if high involvement is expected.

Previous research concerning celebrity endorsements has largely considered consumer involvement as unitary, i.e. either high or low. However, the multifaceted aspect of consumer involvement is well established in the field of consumer psychology. The present research, therefore, is a pioneering attempt as it studies the effectiveness of match-up for two distinct high involvement situations. Moreover, unlike the majority of previous studies that have focused on the performance of “celebrity match” versus “celebrity mismatch”, the impact of match-up was studied in comparison to a non-celebrity attractive endorser.