Nt. Tavassoli et al., PROGRAM INVOLVEMENT - ARE MODERATE LEVELS BEST FOR AD MEMORY AND ATTITUDE TOWARD THE AD, Journal of advertising research, 35(5), 1995, pp. 61-72
An experiment found that viewer involvement with a television program
has a positive effect on ad memory and attitude toward the ad (A(ad))
as program involvement increases from low to moderate levels. However,
further increases in program involvement beyond moderate to high leve
ls lead to decreases in ad memory and A(ad). This inverted-U relations
hip between program involvement and ad memory and A(ad) is explained b
y theories of arousal and has several implications for the slotting an
d design of commercials.