Beyond the semiotic strait-jacket: Everyday experiences of advertising involvement

Stephanie O’Donohoe, Caroline Tynan

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

The involvement concept may well be the ‘terrible beauty’ of consumer behaviour. Adopted by rather than born into this discipline, it seems to have delivered more confusion and consternation than insight. Considering its fate, Belk (1995a) suggests that on the evidence to date, this ‘promising brain child’ was either stillborn or expired sometime during its troubled childhood. Others see it as dying if not already dead, to the extent that ‘reviewers and editors are already writing involvement’s eulogy’ (Muncy 1990:144). Such pessimistic prognoses arise because after thirty years of research, involvement remains an intriguing, intuitively appealing and ultimately elusive concept. This is certainly the case in an advertising context, where it seems relevant in two senses. First, involvement with goods, services, tasks or situations may influence consumers’ response to advertising. Second, ads themselves may be the object of consumers’ involvement.

Original languageEnglish
Title of host publicationConsumer Research
Subtitle of host publicationPostcards From the Edge
EditorsStephen Brown, Darach Turley
Place of PublicationLondon
PublisherRoutledge
Chapter7
Pages215-243
Number of pages29
Edition1st
ISBN (Electronic)9781134690039, 9780203981443
ISBN (Print)9780415156844, 9780415173179
DOIs
Publication statusPublished - 18 Dec 1997

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