How captive is your audience? Defining overall advertising involvement

This article aims to reconcile some inconsistencies on the three constructs of advertising involvement, advertising relevance and media engagement. Then it develops a scale to holistically measure overall advertising involvement. Three previously measured types of involvement (message, media, and creative) are regrouped into one multidimensional structure with three correlated dimensions. The scale is then used to show that overall advertising involvement is capable of shaping attitudes leading to various consumer outcomes. Contributing to the literature on advertising involvement, this research confirms that overall advertising involvement is both situational and enduring. From a professional perspective, the research proposes a measurement tool better suited to understanding the scope of overall consumer involvement with advertising.