The interaction of message framing and felt involvement in the context of cell phone commercials

Abstract

Investigates the relationship between print advertisement wording and consumer interest in relation to cell phone promotion. Reports on an experiment involving two independent variables: message framing and felt involvement levels. Shows how these variables interact regarding attitudes towards cell phones for a New Zealand sample. These findings provide new insights as well as support for previous empirical research. Discusses theoretical and managerial implications and directions for future research.

Citation

Martin, B. and Marshall, R. (1999), "The interaction of message framing and felt involvement in the context of cell phone commercials", European Journal of Marketing, Vol. 33 No. 1/2, pp. 206-218. https://doi.org/10.1108/03090569910249247