What does greater involvement with information typically increase?

Greater involvement with information typically increases the depth of comprehension. When consumers are highly involved with a topic, they tend to engage more thoroughly with the information presented. This means they are more likely to process the information on a deeper cognitive level, analyzing, evaluating, and synthesizing it rather than merely skimming or flicking through it. This in-depth engagement helps in forming stronger opinions, better retention of the material, and a greater likelihood of making informed decisions.

In contrast, lower involvement can lead to distractions, shallow comprehension, and reliance on automatic responses, as individuals may not devote the necessary cognitive resources to fully understand the information they encounter. Hence, when consumers have high involvement, it is positively correlated with their ability to engage with and understand information in a meaningful way.