INVOLVEMENT AND ADVERTISEMENT SIZE EFFECTS ON INFORMATION-PROCESSING

This study examines the moderating role of involvement on advertisement-size effects to predict the extent of information processed. The results indicate that, in the moderate product involvement situation, larger ads are given greater attention and thus are better recalled than smaller ads, whereas, no such difference is observed in the low involvement situation. These findings are explained in the context of previous findings on: 1) advertisement size 2) involvement. 3) distraction and attention capacity, and 4)hierarchical information processing.