Details

Autor(en) / Beteiligte

• Martin, Brett
• Marshall, Roger

Titel

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

Ist Teil von

• European journal of marketing, 1999-02, Vol.33 (1/2), p.206-218

Ort / Verlag

Bradford, West Yorkshire: MCB UP Ltd

Erscheinungsjahr

1999

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• 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.