Levels of involvement, consumer information seeking and interest stimulation: an experiment on television advertising.

• Other Authors: Fong, Sze Nga Natalie.
• Format: Others
• Language: English
• Published: 1997
• Subjects: Television advertising; Television advertising > China > Hong Kong; Consumer behavior; Consumer behavior > China > Hong Kong; Motivation research (Marketing)
• Online Access: http://library.cuhk.edu.hk/record=b5889116; http://repository.lib.cuhk.edu.hk/en/item/cuhk-322687

by Fong Sze Nga, Natalie. === Questionnaire in Chinese. === Thesis (M.Phil.)--Chinese University of Hong Kong, 1997. === Includes bibliographical references (leaves 78-84). === Acknowledgments --- p.i === Abstract --- p.ii === Chapter I. --- Introduction --- p.1 === Chapter A. --- Overview === Chapter B. --- Purposes === Chapter C. --- Reasons for selecting television commercials === Chapter D. --- Objectives of the study === Chapter E. --- Outline of this research report === Chapter II. --- Theoretical Framework --- p.8 === Chapter A. --- Shared themes on involvement === Chapter B. --- Statement of problems === Chapter C. --- Individual-centered involvement level === Chapter D. --- Stimuli-centered involvement level --- High/low involvement product commercials === Chapter E. --- Dependent variables === Chapter F. --- Other concepts pertaining to involvement === Chapter III. --- Methodology --- p.20 === Chapter A. --- Sample === Chapter B. --- Overview of the experimental study === Chapter C. --- Modifications of pilot study === Chapter D. --- Index construction of independent variables === Chapter E. --- Index construction of dependent variables === Chapter IV. --- Hypotheses & Analysis --- p.42 === Chapter A. --- Main findings === Chapter B. --- Summary of main findings === Chapter C. --- Further Analysis on Relationships Between People Involvement Level and Information Seeking & Interest Stimulation === Chapter D. --- Other concepts pertaining to the concept of involvement === Chapter V. --- Discussions & Implications --- p.66 === Chapter A. --- What is high involvement? === Chapter B. --- Variations of personal values and product advertisements === Chapter C. --- Importance of individual-centered involvement level === Chapter D. --- Involvement is consumer-determined and situation-specific === Chapter E. --- Measurement of involvement level === Chapter F. --- Differentiation of product and commercials === Chapter G. --- Equivalence of product commercials === Chapter VI. --- Suggestions for Future Research --- p.76 === Chapter VII. --- Limitations of the Study --- p.77 === References --- p.78 === Appendices