%0 Journal Article
%T Involvement and its Impact upon the Communication Effects of Advertising<br>受众卷入及其对广告传播效果的影响
%A Jin Zhicheng
%A Zhou Xiangxian
%A <br>金志成
%A 周象贤
%J 心理科学进展
%D 2007
%I 
%X The concept of involvement receives widespread attention in domains of marketing, particularly in those of advertising. It is found that involvement not only influences the communication effects of advertising but also restricts the functions of the factors of advertising, such as its own features, its broadcasting context and its attraction on the target audience. Researchers have put forward some theoretical models about the concept of involvement (e.g. Four Levels of Involvement, the Elaboration Likelihood Model, FCB Grid, Rossiter-Percy Grid, etc.). After a study of the relevant researches, a systematic discussion is provided about some problems that should receive more consideration. That is, the external validity is a bit lower, various research methods should be tried, and a deeper examination into the automatic processing of advertisement information is needed.
%K involvement
%K the Elaboration Likelihood Model
%K FCB Grid
%K communication effects<br>卷入
%K 精细加工可能性模型
%K FCB网格模型
%K 传播效果
%U http://www.alljournals.cn/get_abstract_url.aspx?pcid=C94E3F05CFD5644C9DAA97BEB9148D4784B6B22E64D84F4E&jid=FAB1670F77CCC8EC7D836E0D41B12069&aid=BBF55A847CE78326&yid=A732AF04DDA03BB3&vid=23CCDDCD68FFCC2F&iid=CA4FD0336C81A37A&sid=E2546871E5B846EF&eid=F1177A9DF1349B63&journal_id=1671-3710&journal_name=心理科学进展&referenced_num=0&reference_num=34