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Part Three Analyzing the Communication Process
Belch: Advertising and
Promotion, Sixth Edition
Figure 5-6 Involvement concept
Antecedents of
involvement derived
from the literature
Person factors
— Needs
— Importance
— Interest
— Values
Object or stimulus
factors
— Differentiation of
alternatives
— Source of
communication
— Content of
communication
Situational factors
— Purchase/use
— Occasion
III. Analyzing the
Communication Process
5. The Communication
Process
© The McGraw−Hill
Companies, 2003
Some of the problems in conceptualizing and measuring involvement have been
addressed in extensive review by Judith Zaichkowsky. She has noted that although
there is no single precise definition of involvement, there is an underlying theme
focusing on personal relevance. 22 Zaichkowsky developed an involvement construct
that includes three antecedents, or variables proposed to precede involvement (Figure
5-6). The first is traits of the person (value system, unique experiences, needs). The
second factor is characteristics of the stimulus, or differences in type of media (TV,
radio, or print), content of the communication, or product class variations. The third
antecedent is situational factors, such as whether one is or is not in the market for a
particular product.
The various antecedents can influence the consumer’s level of involvement in several
ways, including the way the consumer responds to the advertising, the products
being advertised, and the actual purchase decision. This involvement conceptualization
shows that a variety of outcomes or behaviors can result from involvement with
advertising, products, or purchase decisions.
Several other advertising planning grids have been developed that consider
involvement levels as well as other factors, including response processes and motives
that underlie attitude formation and subsequent brand choice.
The FCB Planning Model
An interesting approach to analyzing the communication situation comes from the
work of Richard Vaughn of the Foote, Cone & Belding advertising agency. Vaughn
and his associates developed an advertising planning model by building on traditional
response theories such as the hierarchy of effects model and its variants and research
on high and low involvement. 23 They added the dimension of thinking versus feeling
processing at each involvement level by bringing in theories regarding brain specialization.
The right/left brain theory suggests the left side of the brain is more capable of
rational, cognitive thinking, while the right side is more visual and emotional and
Involvement
With advertisements
With products
With purchase decisions
INVOLVEMENT = f (Person, Situation, Object)
The level of involvement may be influenced by one or more of these factors.
Interactions among person, situation, and object factors are likely to occur.
Possible results
of involvement
Elicitation of counterarguments
to ads
Effectiveness of ad to
induce purchase
Relative importance
of the product class
Perceived differences
in product attributes
Preference of a
particular brand
Influence of price on
brand choice
Amount of information
search
Time spent deliberating
alternatives
Type of decision rule
used in choice