The role of product involvement in advertising message perception and believability

Abstract

This investigation examines the variable product involvement and its relationship to the degree to which consumers perceive and believe advertiser’s claims. The study tests the hypothesis that consumers are more likely to believe the claims made on behalf of high involvement products — particularly for health-related goods and services. A survey revealed that while advertiser’s claims were clearly perceived by the vast majority of respondents, a large percentage also amplified the advertiser’s claims — always to the advertiser’s benefit. Respondent’s were significantly less likely to believe advertiser’s claims for low involvement products (such as shampoo), but were significantly more likely to believe claims made on behalf of a high involvement products, and in particular, claims for health-related products.