Measuring consumer involvement profiles

Jean-Noël Kapferer and Gilles Laurent
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales
Gilles Laurent: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Abstract: There is more than one kind of consumer involvement. Depending on the antecedents of involvement (e.g., the product's pleasure value, the product's sign or symbolic value, risk importance, and probability of purchase error), consequences on consumer behavior differ. The authors therefore recommend measuring an involvement profile, rather than a single involvement level. These conclusions are based on an empirical analysis of 14 product categories.

Keywords: Measuring; consumer; involvement; profiles (search for similar items in EconPapers)
Date: 1985-02
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Citations: View citations in EconPapers (242)

Published in Journal of Marketing Research, 1985, 22, pp.41-53

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00786781

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