The Effects of Television Advertising and Product Class Involvement on Attribution Processes and Level of Attribute Confidence

Abstract

This paper addresses those effects that television advertising and involvement might have on attribution processes and confidence. Involvement has been used explain the impact of advertising messages on a variety of consumer cognitive and affective responses (Laczniak, Meuhling and Grossbart 1989). An information processing rationale would also suggest a variety of situational factors at the time of measurement that could affect the attribution process and, therefore, the resultant effects on attribute confidence. (Gill, Grossbart and Laczniak 1988).