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Involvement with the Product's Description

Eight, nine-point semantic differential items are employed to measure the level of interest a person had while reading a product description. In the study by Johar (1995), the product description was in an advertisement. In the study by Chakravarti and Janiszewski (2003) subjects read several product descriptions provided by the authors which were received in text form after clicking on brand names as part of a computer-aided task.