Ad Message Involvement (Processing Effort)

AMIHow much a person reports actively processing a stimulus s/he has been exposed to

4 items 2001 α .93 Free Ahluwalia, R. H., & Burnkrant, R. E.

What it measures

A multiple-item Likert-type scale designed to measure how much a person reports actively processing a stimulus s/he has been exposed to.

Citation

Ahluwalia, Rohini, H. Rao Unnava, and Robert E. Burnkrant (2001), “The Moderating Role of Commitment on the Spillover Effect of Marketing Communications,” Journal of Marketing Research, 38 (Nov), 458-470.

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