Ad Message Involvement (Processing Effort)

AMIA person’s expressed level of motivation to process a specific ad message

4 items 1988 α .97 Free Andrews, J. C.

What it measures

A four-item likert scale designed to measure a person’s expressed level of motivation to process a specific ad message.

Citation

Andrews, J. Craig (1988), "Motivation, Ability, and Opportunity to Process Information: Conceptual and Experimental Manipulation Issues," in Advances in Consumer Research Volume 15, eds.

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