The effects of program involvement and ease of message counterarguing on advertising persuasiveness, Journal of Consumer Psychology
We investigated the effect of program involvement on the persuasive impact of an advertising message placed within the program. We found that an increase in program involvement enhanced the persuasive impact of an easy-to-counterargue advertising message and reduced the impact of a difficult-to-counterargue advertising message. These findings suggest that program environments generally have similar effects on the persuasiveness of contiguously presented advertising messages, as have been observed for distractors on concurrent message presentations. The implications of these findings for advertising theory and practice are discussed.
Punam Anand, Brian Sternthal
Anand, Punam, and Brian Sternthal. 1992. The effects of program involvement and ease of message counterarguing on advertising persuasiveness. Journal of Consumer Psychology. 1(3): 225-238.