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- Publisher
- SAGE
- Copyright
- © 1985 American Marketing Association
- ISSN
- 0022-2437
- eISSN
- 1547-7193
- DOI
- 10.1177/002224378502200104
- Publisher site
- See Article on Publisher Site
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.
Journal
Journal of Marketing Research – SAGE
Published: Feb 1, 1985