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- W2022937694 abstract "This study investigates the effect of advertising message involvement (AMI) on brand-related beliefs, attitude toward the ad (Aad), and their corresponding certainty dimensions. Support is found for the notion that belief strength is unaffected by involvement level, though brand-related beliefs are held with greater certainty for high- as compared to low-involvement individuals. Aad was also found to be more confidently held for high- versus low-AMI receivers. However, contrary to expectations, AMI had a direct effect on Aad as well. © 1993 John Wiley & Sons, Inc." @default.
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- W2022937694 title "Toward a better understanding of the role of advertising message involvement in ad processing" @default.
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- W2022937694 doi "https://doi.org/10.1002/mar.4220100405" @default.
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