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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    ABSTRACT: Our study examined the effect of consumers' level of involvement on visual attention to product, information sign and price sign guided by the Elaboration Likelihood Model (ELM). We also investigated the relationship between visual attention captured by eye fixation on information and price sign and product choice for garden plants. Using a Tobii X1 light eye tracking device, we obtained data from 101 respondents in Texas and Michigan. We found that participants who had high (vs. low) product involvement paid more attention to the product and its information as demonstrated through higher fixation count (FC), longer total fixation duration (TFD), and total visit duration (TVD). We also found highly involved participants processed price information as a central rather than a peripheral cue. In addition, total visit duration (TVD) on an information sign was found as the strongest predictor of product choice.
    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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    ABSTRACT: This paper stems from a prior longitudinal case study in which the authors analyzed the experience of Palazzo Strozzi, an Italian Cultural Institution experimenting an open approach to the process of sense-making that takes place during the visit. Through a significant re-design of the language, Palazzo Strozzi provides visitors with a two-way pattern of communication instead of a more traditional one-way flow of information .Both in cultural and in non-cultural contexts, innovation has taken place upstream and the role of the user can be mainly considered as a receiver. In terms of sense-making process, users hold a personal set of codes, which is used to give sense to the objects. We describe an experiment in which three different types of verbal content are used to describe different exhibits and the time of frontal interaction between people and exhibits is measured, thus highlighting the effect of the supporting content.
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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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    ABSTRACT: This research investigates inertia in a financial services context, with particular focus on the reasons for consumers’ dissatisfaction and inert behaviour, and studies the customers’ complaining behaviours and past and future inertia. The study utilised a two part methodology, including both qualitative and quantitative research. Twenty indepth interviews provided the preliminary data required for developing a questionnaire which was subsequently completed by 410 respondents. Determinants of dissatisfaction included the number and size of account fees, whilst determinants of inertia were the perception of similarity between financial institutions and the complexity, costs and time inherent in switching. Factors differentiating future inertia and future active customers included the type of account, length of time the account had been held, membership of a number of financial institutions, income and level of consideration giving given to changing financial institution.
    Journal of Service Theory and Practice 04/2004; 14(2/3). DOI:10.1108/09604520410528608 · 0.98 Impact Factor
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