Involvement in the Message (Motivation)

IITMThe interest and relevance a person expresses having in a message

3 items 2009 α .88 Free Bower, A. B., & Grau, L.

What it measures

A three-item likert scale designed to measure the interest and relevance a person expresses having in a message.

Citation

Bower, Amanda B. and Landreth Grau (2009), "Explicit Donations and Inferred Endorsements: Do Corporate Social Responsibility Initiatives Suggest a Nonprofit Organization Endorsement?" Journal of Advertising, 38 (3), 113-126.

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