Validating the S-O-R Paradigm for Consumer Involvement With a Convenience Good

Abstract

The Houston and Rothschild S-O-R consumer involvement paradigm is tested for validity with measures of involvement for a shampoo purchase decision. A multitrait-multimethod matrix approach confirms the convergent and discriminant validity of the measure employed. A causal modeling analysis suggests that enduring involvement may work through situational involvement to influence consumer responses. Marketing implications are discussed.

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