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Abstract Involvement is conceptualized as a state variable with two components, intensity and direction. Intensity is associated with the amount of attention devoted to an ad and direction is represented by the type of strategy used to process the information. An experiment contrasts two strategies, one with brand evaluation as its goal (high involvement) and one that inhibits brand evaluation (low involvement). The low involvement (nonbrand) strategy yielded inferior memory for brand information but a more positive attitude toward the brand.
Gardner et al. (Sat,) studied this question.