Adequately conceptualizing and measuring the involvement construct Has been one of the most controversial topics in advertising research. This task is especially important given the many involvement-driven frameworks (e.g., the elaboration likelihood model) now being advanced in advertising. The present study proposes a framework that closely scrutinizes the involvement constructs antecedents, state properties, measures, potential confounds, and consequences. Four emerging research streams in involvement are presented in the context of the framework. Implications for researchers attempting to manipulate and measure involvement in experimental advertising research are provided.