Article

Low-commitment consumer behavior.

Journal of Advertising Research (Impact Factor: 1.4). 03/1976;

ABSTRACT Discusses the implications of the thesis that "the effects of advertising vary by level of consumer commitment," which suggests that advertising should be designed for 2 conditions. Under the high-commitment conditions, greater informational content should be provided, since the consumer is likely to deliberate over purchase and to go through a "learning" process. Under low-commitment conditions, the weight rather than the content of advertising may be the key to sales. Maximizing the exposure levels may be the relevant objective, rather than maximizing recall (learning) levels. (30 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)

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    • "Commitment , in particular, is recognized as an essential element for a successful long-term relationship between consumers and products (Morgan and Hunt, 1994). Robertson (1976) defined commitment as the strength of the individual's belief system with regard to a product or brand. That study showed that that highly committed consumers are less price-sensitive than non-committed consumers. "
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    Journal of Retailing and Consumer Services 05/2015; 24. DOI:10.1016/j.jretconser.2015.01.002
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    • "Since there was no meter to measure this relation, Krugman (1965; 1966) measured the involvement through the intensity, i.e., the number of mental connections activated by an individual. In the following decade, a series of authors (e.g., Hupfer and Gardner, 1971; Lastovicka and Gardner 1979; Robertson 1976) tested the hypothesis that involvement enhances to the extent that the object has distinguishing attributes that are salient for the individual. Other scholars such as Cohen (1982) and Beatty and Smith (1987) defined involvement as the individual's activation level that can be observed and measured at a point in time. "
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    • "Repeat purchase as a result of inertia is unstable, reflecting little, or no brand commitment (Solomon, Bomossy and Askegaard, 2002) and merely represents acceptance (Assael, 1998). Robertson (1976) points out that under low-involvement conditions " brand loyalty may reflect only the convenience inherent in repetitive behaviour rather than commitment to the brand purchase " (p.20). If the brand achieves a certain minimum levels of satisfaction, the consumer will repurchase on a routine basis and this process is referred to as spurious loyalty by Assael (1998). "
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