The Effect of Involvement, Arousal, and Pace on Claim and Non-claim Components of Attitude toward the Ad

This study examined whether structural features of television advertisements (pace and content arousal) have different effects on attitudes toward the ad, depending upon viewers' level of involvement with the ad message. Results provide some, though limited, support for involvement's moderating influence on the effect that pace and arousal have on the claim-related component of attitude toward the ad (Aad-c). As expected, involvement did not influence these relationships for the non-claim-related component of Aad (Aad-nc). Practical and theoretical implications of these results are discussed:.