TY - JOUR AU1 - Rahtz, Don R. AU2 - Moore, David L. AB - While much has been written trying to define product‐class involvement, little has been done to explore its impact on marketing tools or models. This study empirically examines the impact of product‐class involvement on a cognitive‐based model (the cognitive‐consistency model). Results suggest that the predictive ability of cognitive‐consistency type models will decrease under low product‐class involvement. TI - Product class involvement and purchase intent JF - Psychology & Marketing DO - 10.1002/mar.4220060204 DA - 1989-06-01 UR - https://www.deepdyve.com/lp/wiley/product-class-involvement-and-purchase-intent-8vOimlD7U3 SP - 113 EP - 127 VL - 6 IS - 2 DP - DeepDyve ER -