Choosing Among Alternative Brands: Revisiting the Way Involvement Drives Consumer Selectivity

Konstantoulaki Kleopatra (), Kokkinaki Flora () and Rizomyliotis Ioannis ()
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Konstantoulaki Kleopatra: Westminster Business School, University of Westminster, 35 Marylebone Rd, London NW1 5LS, UK
Kokkinaki Flora: Athens University of Economics and Business, 76, Patission Str., 10434, Athens, Greece
Rizomyliotis Ioannis: University of West Attica, 250 Thivon & P. Ralli Str, Egaleo 12241, Athens, Greece

Review of Marketing Science, 2021, vol. 19, issue 1, 75-100

Abstract: This study provides original theoretical and practical insights on the role of involvement in consumer decision making by demonstrating its negative effect on the relative size of the consideration set. Two experimental studies were conducted to test the relations between these constructs. The moderating effect of the nature of a product category and of the decision-making context was also examined. The results suggest that high involvement makes consumers more selective when evaluating the brands, they consider for purchase. This points towards different marketing practices in order to enhance brand attitudes or strengthen brand awareness accordingly.

Keywords: consumer behaviour; decision making; involvement; awareness set; consideration set (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1515/roms-2020-0054

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