Toward a better understanding of the role of advertising message involvement in ad processing

This study investigates the effect of advertising message involvement (AMI) on brand‐related beliefs, attitude toward the ad (A ad ), and their corresponding certainty dimensions. Support is found for the notion that belief strength is unaffected by involvement level, though brand‐related beliefs are held with greater certainty for high‐ as compared to low‐involvement individuals. A ad was also found to be more confidently held for high‐ versus low‐AMI receivers. However, contrary to expectations, AMI had a direct effect on A ad as well.