Audience Involvement Effects on the Information Processing of Umbrella Print Advertisements

Abstract A recent study (15) examined the effects of stimulus complexity factors on memory for assorted features of an umbrella print advertisement. One research direction offered by the author was the need to consider also the impact that different levels of audience involvement have on memory performance, since only a low involvement exposure condition was employed in that study. This extension is the focus of the present investigation. Hypotheses were derived from knowledge-assembly theory that posits an interactive relationship of audience involvement and stimulus complexity. A forced-exposure laboratory experiment was conducted to examine the study hypotheses. Results provided strong support for the hypothesized relationships. Discussion and implications for theorizing and research on audience involvement are given.