Article2003

THE REFINEMENT OF MEASURING CONSUMER INVOLVEMENT — AN EMPIRICAL STUDY

18 citations0/0 files storedCompetitiveness Review An International Business Journal incorporating Journal of Global Competitiveness

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

In order to understand why consumers choose certain products over others, marketers study consumer behavior. This concept of involvement is significant in understanding and explaining consumer behavior (Bloch 1981; Bloch, 1982; Zaichkowsky, 1985; Celsi and Olson, 1988; Engel, et al., 1990; Assael, 1995). The term became popular in marketing circles through Krugman's research in television advertising and low‐involvement learning in 1965 (Krugman, 1965).

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2025Advances in Consumer Research 1985Measuring the Involvement Construct 1983Advances in Consumer Research 1988The Role of Involvement in Attention and Comprehension Processes 1965The Impact of Television Advertising: Learning Without Involvement 1981An Exploration Into the Scaling of Consumers' Involvement With a Product Class 1982Involvement Beyond the Purchase Process : Conceptual Issues and Empirical Investigation 1995Involvement, attributions, and consumer responses to rebates

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