Consumers Involvement Profiles: New Empirical Result

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: A new stream of research on consumer involvement is reviewed. A cumulative body of empirical results, based on 22 product categories and more than 4400 observations, leads to three main implications : 1. One should stop measuring involvement by a single indicator, but substitute it by an involvement profile based on the antecedents of involvement. 2. Prediction of the consequences of involvement entails taking into account the full involvement profile. The consequences depend on the antecedent conditions of involvement. 3. In each market, it is possible to identify segments with contrasted involvement profiles. An illustrative application is presented. High and low involvement are just two situations among many others.

Keywords: Consumers Involvement; Profiles (search for similar items in EconPapers)
Date: 1985
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Citations: View citations in EconPapers (7)

Published in Advances in Consumer Research, 1985, 12 (1), pp.NC

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00786784

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