Measures the degree to which a consumer was interested in and paid focused attention to the message content of an advertisement. Unlike general ad attention measures, items explicitly reference the ad's arguments and message, making it particularly suited to research on elaboration, persuasion, and message processing. Adapted for use in research on humor in health issue advertising.
Yoon, H.J. (2015). Humor effects in shame-inducing health issue advertising: The moderating effects of fear of negative evaluation. Journal of Advertising, 44(2), 126-139.
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