Mobile Advertising: Product Involvement and Its Effect on Intention to Purchase

Involvement with advertising, purchasing decisions and products has been a main topic for research and discussion for decades. Product involvement, especially, has attracted researchers´ attention and has been studied under various conditions and frameworks. This study focuses on the mobile advertising channel and addresses the dimensionality of product involvement construct and the effect of involvement on consumers´ purchase intentions (PI). Based on the FCB grid assumption and via a simulated experiment this paper supports the premise that cognitive and affective product involvement are distinct constructs and involvement with the product category has significant direct on the dependent variable. In addition, the involvement - PI relationship is moderated by impulsive buying trait tendency. The results of this study can stimulate further research on mobile advertising.