Verbal Strategies for Indirect Comparative Advertising

Measuring the Involvement Construct

Judith Lynne Zaichkowsky · Journal of Consumer Research · 1985 · 5.9K citations

Social Sciences, Marketing, Social Psychology +11

Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

Richard E. Petty, John T. Cacioppo, David W. Schumann · Journal of Consumer Research · 1983 · 4.6K citations

Business, Marketing, Marketing Management +14

The Role of Involvement in Attention and Comprehension Processes

Richard L. Celsi, Jerry C. Olson · Journal of Consumer Research · 1988 · 2.1K citations

Education, Psychology, Social Psychology +13

Conceptualizing Involvement

Judith Lynne Zaichkowsky · Journal of Advertising · 1986 · 615 citations

Business, Marketing, Marketing Management +14

How Advertising Works: A Planning Model

Richard Vaughn · Journal of Advertising Research · 1982 · 559 citations

Business, Marketing, Marketing Management +12