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Measuring Consumer Involvement Profiles
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.
... Several firms and companies have recognized the market share and volume of halal cosmetics. However, the Sign value has a significant psychological impact the decision to purchase, use, or consume a product (Laurent and Kapferer, 1985). While the relevance of this to marketing has been discussed, there is still a lack of research on the link between sign value and consumer perceptions, attitudes, and behaviors (Dimanche and Samdahl, 1994;Cho and Kerstetter, 2004). ...
... Sign value can be defined as a product's ability to express a consumer's identity and personality, providing them with status among other consumers (Laurent and Kapferer, 1985). It is an essentially a psychological phenomenon-or internal motivator-that influences consumer's purchases and can therefore be measured psychometrically during social interactions and connecting with others (Dimanche and Samdahl, 1994;Cho and Kerstetter, 2004). ...
... The sixth and seventh ones, willingness to pay more and word of mouth, were extracted from Briliana and Mursito (2017) and Kang et al. (2012), respectively. Finally, sign value was measured using two questions from Laurent and Kapferer (1985). A 7-point Likert scale was used, the questionnaire was constructed in English and later translated into Bahasa Indonesia and Bahasa Melayu languages using a back-translation approach. ...
Purpose
The contribution of this study is two-fold. First, we draw on attribution theory to develop a model for predicting how the knowledge, emotions, and satisfaction that consumers have regarding halal cosmetics can influence their willingness to pay more and recommend the products to others.
Design/methodology/approach
Survey data from 278 Indonesian and 163 Malaysian female consumers were analyzed by means of structural equation modeling. Second, we test the moderation role of sign value using metric invariance across the two different source markets.
Findings
The results obtained confirm that consumers exhibit positive emotions when they possess knowledge about halal cosmetics and their quality. Testing the double moderation further reveals that consumers with a high sign value behave differently from those with a low sign value.
Originality/value
These findings present practical insights that can be used by retailers and marketers in their strategies to boost the sale of halal cosmetics.
... However, in Zaichkowsky's attempt to create a category that would include all types of products, and affects the involvement, it was found out that personal involvement is a stable factor which can be analyzed. Laurent and Kapferer (1985) mention in their research that one product should be analyzed through all the facets of involvement. In their attempt to combine research and create a unified proposed method measuring the degree of involvement, and its types, by keeping stable the personal factor, Laurent and Kapferer (1985) measured different product in the below facets of involvement: ...
... Laurent and Kapferer (1985) mention in their research that one product should be analyzed through all the facets of involvement. In their attempt to combine research and create a unified proposed method measuring the degree of involvement, and its types, by keeping stable the personal factor, Laurent and Kapferer (1985) measured different product in the below facets of involvement: ...
... The product's personal meaning to the end-user (perceived importance), the decision of whether the product is purchased because of poor choice or by mistake (perceived risk), the functional or psychological risk (symbolic value given or signed by the end -user) and the pleasure it offers (hedonic value) are the facets developed and used for measuring the degree of involvement in consumer behavior (Laurent & Kapferer, 1985). ...
This research explores the concept of social presence in the context of the evolving relationship between technology, fashion, and digital environments, specifically focusing on the intersections of fashion in the metaverse and fashion in gaming. The study employs a scoping literature review methodology, utilising desk research to gather and synthesise evidence. The convergence of the physical and digital realms, facilitated by technologies of metaverse and gaming, have brought a new way of social presence and more materials to support it. The methodology used is a systematic literature review with the concept based on the reality virtuality continuum and the concept of social presence, with effects on user experience, engagement, and purchase behaviour. This research provides information and attempts to deepen the meaning of the existence of digital fashion in games and metaverse through by measuring it with social presence response.
... To measure participation, two primary scales are recognised: the Personal Involvement Inventory (PII) by Zaichkowsky (1985) and the Customer Involvement Profile (CIP) by Laurent and Kapferer (1985). The PII is unidimensional, assessing the alignment between an individual's needs, interests, and values with various objects. ...
... Their CIP scale encompasses five dimensions: importance, pleasure, symbolism, risk probability, and risk significance, primarily used for evaluating physical product consumption. Laurent and Kapferer (1985) noted distinct differences between leisure activities and consumer goods purchases, emphasising the significance of participation and symbolism in leisure contexts. Building on the CIP framework, McIntyre and Pigram (1992) introduced the Leisure Participation Scale, adapted to include three dimensions relevant to leisure: pleasure (6 items), symbolism (4 items), and importance (3 items), finding application in numerous leisure and tourism studies. ...
... For example, in food tourism, a high involvement traveller might be predicted to be more likely to seek out local, innovative, or unique meals. While the basis of involvement theory (Laurent & Kapferer, 1985;Zaichkowsky, 1985) is in the realm of products and physical goods, it has leisure and tourism applications. In tourism, Havitz and Dimanche (1999) defined involvement as 'an unobservable state of motivation, arousal, and interest toward a recreational activity or associated product' (p. ...
... Involvement can either be an underlying trait or unique to certain decisions, and it is multi-dimensional (Laurent & Kapferer, 1985). Purchase involvement (one particular dimension) applies to actual purchase behaviour rather than just attitudes (Mittal, 1989), so it is applicable in real-world marketing. ...
This study reveals a simple but effective method of segmenting food travellers (also called culinary
travellers or food tourists) based on involvement. Respondents are asked a three-item battery
measuring purchase involvement adapted from the Mittal & Lee’s article “A causal model of
consumer involvement”, published in the Journal of Economic Psychology. By adding up the
scores, three segments of food travellers (high, medium, and low food travel involvement) can
be identified. The three segments are significantly heterogeneous in attitudes toward food and
drink, role of food and drink in destination choice, social influence on food and drink, and food
and drink activities. For each attitude or behaviour, high food travel involvement travellers rate
higher than medium-involvement travellers, who rate higher than low-involvement travellers.
This research supports three-cluster segmentation of food tourists provided by Levitt et al.’s
article “Food tourist segmentation: Attitude, behavioral intentions and travel planning behavior
based on food involvement and motivation” published in the International Journal of
Hospitality & Tourism Administration, while providing a new approach that can be simply
implemented by researchers and destinations without complicated statistical analysis or long
lists of questions.
... Global brands were selected from the top 100 Interbrand and Ranking the Brands lists (2019) (Ranking the Brands, 2019) for their global presence, while local brands were chosen based on cultural resonance and market dominance in Iran, following Özsomer's (2012) criteria. FMCGs were selected for their low purchase risk and high consumer involvement, reducing confounding variables such as price sensitivity and complexity (Vera and Trujillo, 2017;Laurent and Kapferer, 1985), ensuring the findings' generalizability to emerging markets. To enhance generalizability and avoid category specificity, sets of product categories were rotated across questionnaires (Batra et al., 2000;Halkias et al., 2016) (Lopez-Lomelí et al., 2019. ...
Purpose: This study aims to investigate whether perceived brand globalness (PBG) and perceived brand localness (PBL) can favor brand consistency, brand clarity, and perceived quality in order to finally influence consumer purchase intention.
Design/methodology/approach: Ten local-global brands across 5 fast-moving consumer goods (FMCG) product categories have been selected to test the hypotheses by conducting a survey with 404 consumers in the emerging economy of Iran.
Findings: The results show that both perceived brand globalness (PBG) and localness (PBL) contribute to brand consistency in FMCGs, with globalness being a stronger signal than localness. However, while localness positively influences brand clarity, globalness does not. Additionally, brand consistency improves perceived quality, whereas brand clarity has no impact on it.
Originality: This study uniquely investigates the direct effects of PBG and PBL on the signaling theory elements of brand consistency and clarity. It distinctively introduces brand consistency as a mediator between perceived brand globalness, perceived brand localness, and perceived quality, while expanding signaling theory into the underexplored Middle Eastern context.
Practical implications: By fostering a higher perception of brand globalness, managers can directly boost brand consistency, perceived quality, and purchase intention. Conversely, increasing the perception of brand localness will enhance brand consistency and clarity, but not perceived quality.
... A 6point scale was used to measure consumer interest. While the scale was being prepared, Laurent and Kapferer (1985), Chang and others (2004) used scales. An 8-point scale was used to measure the tendency to search for differences. ...
zet Tüketici davranışlarında önemli bir yeri olan hedonik tüketim, toplumu oluşturan farklı kuşakların karakteristik özelliklerine göre farklı biçimlerde görülmektedir. Bu çalışmanın amacı hedonik satın alma değerlerinin alışveriş memnuniyetine etkisini X ve Z kuşaklarında karşılaştırmalı olarak incelemektir. Araştırma Uşak Merkez ilçede giyim ürün kategorisinde yapılmıştır. Bu kapsamda X kuşağından 382, Z kuşağından 385 kişi ile anket tekniği kullanarak araştırma gerçekleştirilmiştir. Araştırma sonucunda elde edilen veriler Yapısal Eşitlik Modelleme-yol (Path) analizine tabi tutulmuştur. Sonuçta X ve Z kuşaklarının hedonik alışveriş değerlerinin alışveriş memnuniyetine etkisi açısından genel olarak farklı özellikler gösterdiği ve belirlenen faktörler arasındaki etkileşim yoğunluğunun Z kuşağında X kuşağına göre daha fazla olduğu tespit edilmiştir. Abstract Hedonic consumption, which has an important place in consumer behavior, appears in different forms according to the characteristics of different generations forming society. The purpose of this study is to examine the effect of hedonic purchase values on shopping satisfaction comparatively in the X and Z generations. The research was carried out in Uşak about clothing apparel category. In this context, a survey was 1 Dr. Öğr. Üyesi Polat CAN tarafından yürütülen ve İlker YİĞİT tarafından hazırlanan yüksek lisans tezinden türetilmiştir.
... À l'inverse de l'approche à base cognitive, l'implication est ici temporaire par nature. Laurent et Kapferer ( [22]) définissent l'implication comme étant un état non directement observable. Cinq facettes permettent de l'appréhender, à savoir l'intérêt, le plaisir, le signe, l'importance du risque et la probabilité d'erreur. ...
... Product involvement is the specific motivation of a consumer triggered by the product's ability to relate to the consumer's needs, which is influenced by both the individual consumer and the established product [27]. Specifically, forest certification product involvement reflects the level of importance and interest that consumers attach to such products and is the result of the interplay between individual consumer preferences and product characteristics [28,29]. Further, although Zhang, Wang, and Zhou (2013) did not directly focus on forest-certified products in their study of purchase intention, their suggestion that product involvement may act as a moderating variable provides a new perspective for understanding purchase intention for forest-certified products [24]. ...
Based on social cognitive theory and the theory of planned behaviour, this study explores the influence of green self-efficacy on consumers’ willingness to buy forest-certified products. Despite extensive research being conducted on forest-certified products, there has been limited investigation into the personal characteristics and intrinsic decision-making factors of consumers. Therefore, this study focuses on the mediating role of consumers’ perceived behavioural control and perceived scarcity, as well as the moderating roles of product involvement. To examine these effects, a total of 560 questionnaires were distributed, and 511 valid responses were collected, resulting in a valid response rate of 91.25%. The data were analysed using SPSS 26.0 and the Process macro to test the mediating and moderating effects. The results indicate that green self-efficacy has a significant positive effect on purchasing intention through direct influence and a significant indirect positive effect on purchasing intention through perceived behavioural control and perceived scarcity. Furthermore, the positive effects of perceived behavioural control and perceived scarcity on purchase intention were more pronounced in high-product-involvement contexts. Based on these findings, it is advised that both enterprises and the government collaborate in conducting green consumption educational initiatives to boost consumers’ green self-efficacy. Businesses can adopt marketing strategies such as limited sales and time-limited offers to create a sense of product scarcity. In addition, enterprises should focus on product design and brand building to increase product engagement and take multiple initiatives to promote green consumption.
... Grounded on Rothschild's (1984) definition of involvement, the current study defines onsite involvement as a person's level of interest, emotional attachment, or arousal with both websites and social media . Travelers may be more passive or active when they receive advertising communication, and limit or expand their processing of this information, depending on their level of involvement (Laurent & Kapferer, 1985). As a result, online participation is a helpful tool for online travel marketers to adjust to these variances. ...
We proudly welcome you to our prestigious scientific journal, Turistica - Italian Journal of Tourism. This publication represents a beacon of knowledge in the vast universe of tourism, offering a unique opportunity to explore the challenges, innovations, and trends in this ever-changing industry. Turistica is a publication of great tradition and prestige in tourism studies. Founded over thirty years ago by Prof. Emilio Becheri, the journal has pioneered in promoting high-quality research and providing a platform for exchanging ideas between academics, researchers, and tourism professionals. His legacy of excellence continues to be our strength. We are aware of the importance of the international perspective on tourism. For this reason, our journal is published in English, allowing researchers, scholars, and professionals worldwide to access our content and contribute to the global discussion on tourism. Turistica is a journal open to all who share our interest in tourism. We welcome contributions from emerging researchers, industry experts and professionals eager to share their findings, innovative solutions, and policy approaches. The diversity of perspectives enriches our debate. I am honored to be president of SISTUR, and I guarantee my enthusiasm and commitment to directing this journal, allowing us to deepen our understanding of tourism and contribute to its sustainable growth. Our first issue is dedicated to the theme of resilience in tourism, a topic of great importance in a world that continues to be plagued by challenges and changes. This is just the beginning of our journey, and we expect to explore many other crucial issues in the coming issues. We invite you to join us on this exciting journey of knowledge and discovery. Your voice is crucial to the journal’s success. By contributing your articles, research, and experiences, we can all help shape the future of tourism. We look forward to working with you and exploring the many facets of tourism through the pages of Turistica - Italian Journal of Tourism. Prof. Fabrizio Antolini SISTUR - PresidentTURISTICA - Editor in Chief Introduction Welcome to the “Tourism Resilience” special Italian Journal of Tourism issue. In a world marked by dynamic changes, from the challenges posed by climate change to the recent disruptions caused by the global pandemic, the tourism industry is continually evolving to adapt and recover. This special issue focuses on various aspects of tourism resilience, drawing insights from research. The open article Resilience Frameworks in Tourism Studies provides a literature review of resilience frameworks. A comprehensive overview of the studies in this field is provided by summarising key findings and research directions related to tourism resilience. This review is a valuable resource for future research on resilience in the tourism sector. The following article examines cultural routes as social innovation projects that promote tourism development in marginal areas. Cultural routes are shown to have the potential to build resilience, and their role in preserving cultural heritage, fostering community engagement, and driving economic growth is highlighted. Challenges in effectively implementing these routes are also identified in the study. The concept of authenticity in historical art cities is explored in Authenticity in Historical Art Cities. The study examines the correlation between authenticity, cultural motivation, and loyalty, highlighting how mass tourism can threaten authenticity and be employed as a strategy to build resilience in heritage cities. Destination managers can benefit from the valuable insights the research provides, which aim to preserve cultural identity. Sustainable Tourism and Resilience are connected. A Composite Index for European Destinations comprehensively reviews sustainable tourism indicators in European Union (EU) countries. The importance of sustainability in tourism and its impact on destination competitiveness are highlighted. This study presents a framework for policymakers and stakeholders to make informed decisions on resource allocation and policy development, emphasizing the importance of tailored approaches to address specific destination challenges. Another investigation point is the proximity tourism in Spain, focusing on how tourist flows changed during the COVID-19 pandemic. It introduces the concept of proximity tourism, emphasizing its relevance in a post-pandemic world and its potential to support local destinations. The study utilizes an Origin-Destination Matrix approach to analyse tourism dynamics within Spain. The Regenerative Tourism Approach for Marginalized Areas explores the concept of regenerative tourism and its potential to transform marginalized areas. By examining two best practices in Southern Italy, the paper illustrates how regenerative tourism can create net positive effects by reinvigorating local communities and economies. It emphasizes these practices; role in enhancing such areas tourist attractiveness. Finally, the last contribution focuses on the influence of socio-demographic factors such as nationality, age, gender, and education on tourists’ attachment, involvement, loyalty attitudes, and environmentally responsible behaviour toward a cultural Italian destination. It sheds light on how these factors affect tourists; perceptions and behaviour, providing valuable insights for cultural tourism marketing and management. Throughout this special issue, you will find diverse perspectives and insights on tourism resilience, ranging from sustainability and socio-demographic influences on regenerative tourism practices to the importance of authenticity in heritage cities. We hope these contributions will inspire new approaches and strategies to navigate the ever-changing landscape of the tourism industry. Prof. Giovanni Ruggieri Special Issue Editor
... An indicator of respondents' interest in conserving native vegetation was formulated based on a scale developed by Laurent and Kapferer [31] to measure involvement with a subject. Respondents' attitudes and intentions towards biodiversity conservation were based on the extent of their agreement with the following statements: ...
Agriculture is recognised globally as a major contributor to environmental degradation, habitat loss, and climate change. Having reliable data on the conservation behaviour of farmers is crucial to the evaluation of policy measures intended to reduce the harmful environmental effects of agriculture and promote sustainability. In responses to direct questions about conservation behaviours, the biasing of responses to appear more socially responsible has been found to be commonplace. From a policy perspective, the degree to which farmers might overstate the frequency with which they engage in behaviours that are desirable from a conservation perspective and understate the frequency with which they engage in behaviours that are undesirable because of social desirability bias is a matter of practical importance. In this paper we use, for the first time, crosswise questioning to investigate the influence of social desirability bias on self-reporting of conservation behaviour by farmers in New Zealand. We found that the effect of social desirability bias on self-reports of conservation behaviour by farmers in New Zealand is small. Consequently, self-reporting of conservation behaviour by farmers may be relied on when evaluating policies intended to promote sustainable development.
... The first set of scales measured respondent involvement with the ideas of cat welfare, protecting native birds and wildlife and keeping cats indoors at night. Involvement was measured using a condensed version of the Laurent and Kapferer [57] involvement scale with respondents rating statements for each of the five components of involvement as follows (using improving the welfare of cats as an example): statements about functional involvement concerned the importance of, and caring about, improving the welfare of cats, statements about experiential involvement concerned the reward from, and passion about, improving the welfare of cats, statement about self-identity concerned opinions about improving the welfare of cats reflecting on own identity, and others' identity, as a person, statements about consequences concerned the seriousness or importance of consequences arising from making a mistake in relation to improving the welfare of cats, and statements about the risk of making mistakes concerned the complexity or difficulty of making decisions about improving the welfare of cats. ...
Cats, including companion cats, inflict extensive harm on wildlife. Using a national survey of 2000 households in New Zealand, we investigated the influence of involvement (an indicator of motivation) on the willingness of cat owners to keep their cats indoors at night. We found that respondents’ intentions to protect wildlife, and the frequency with which respondents with cats kept them indoors at night, was influenced by their involvement with cat welfare and their involvement with protecting wildlife, in addition to their attitudes and subjective norms. We also found that keeping cats indoors at night could be characterised as involving approach-avoidance conflict. Our findings have implications for efforts to increase the adoption by cat owners of keeping cats inside at night regarding the attentiveness of cat owners to promotional activities. Our findings suggest that such activities will not be particularly effective in the absence of cat-friendly, inexpensive, practical, and easily maintained devices that enable cats to be kept inside. Importantly, when the adoption of keeping cats inside at night is appropriately characterised as approach-avoidance conflict, our results suggest that promotional activities seeking to persuade cat owners that pet cats cause much greater harm to wildlife than they might believe are most likely to have a limited and likely temporary effect and may even be counter-productive.
... The first set of scales measured respondent involvement with the ideas of cat welfare, protecting native birds and other wildlife and keeping cats indoors at night. Involvement was measured using a condensed version of the Laurent and Kapferer [57] involvement scale with respondents rating statements for each of the five components of involvement as follows (using improving the welfare of cats as an example): ...
Cats, including companion cats, inflict extensive harm on wildlife. Using a national survey of 2000 households in New Zealand, we investigated the influence of involvement (an indicator of motivation) on the willingness of cat owners to keep their cats indoors at night. We found that respondents’ intentions to protect wildlife, and the frequency with which respondents with cats kept them indoors at night, was influenced by their involvement with cat welfare and their involvement with protecting wildlife, in addition to their attitudes and subjective norms. We also found that keeping cats indoors at night could be characterised as involving approach-avoidance conflict. Our findings have implications for efforts to increase the adoption by cat owners of keeping cats inside at night regarding the attentiveness of cat owners to promotional activities. Our findings suggest that such activities will not be particularly effective in the absence of cat-friendly, inexpensive, practical, and easily maintained devices that enable cats to be kept inside. Importantly, when the adoption of keeping cats inside at night is appropriately characterised as approach-avoidance conflict, our results suggest that promotional activities seeking to persuade cat owners that pet cats cause much greater harm to wildlife than they might believe are most likely to have a limited and likely temporary effect and may even be counterproductive.
... While MF has demonstrated considerable success, numerous adaptations and variations have emerged [7,8]. However, despite its effectiveness, MF-based strategies continue to grapple with challenges like cold-start and data sparsity problems [9,10], significantly limiting the efficacy of current methodologies. ...
Advertising is the most crucial part of all social networking sites. The phenomenal rise of social media has resulted in a general increase in the availability of customer tastes and preferences, which is a positive development. This information may be used to improve the service that is offered to users as well as target advertisements for customers who already utilize the service. It is essential while delivering relevant advertisements to consumers, to take into account the geographic location of the consumers. Customers will be ecstatic if the offerings displayed to them are merely available in their immediate vicinity. As the user’s requirements will vary from place to place, location-based services are necessary for gathering this essential data. To get users to stop thinking about where they are and instead focus on an ad, location-based advertising (LBA) uses their mobile device’s GPS to pinpoint nearby businesses and provide useful information. Due to the increased two-way communication between the marketer and the user, mobile consumers’ privacy concerns and personalization issues are becoming more of a barrier. In this research, we developed a collaborative filtering-based hybrid CNN-LSTM model for recommending geographically relevant online services using deep neural networks. The proposed hybrid model is made using two neural networks, i.e., CNN and LSTM. Geographical information systems (GIS) are used to acquire initial location data to collect precise locational details. The proposed LBA for GIS is built in a Python simulation environment for evaluation. Hybrid CNN-LSTM recommendation performance beats existing location-aware service recommender systems in large simulations based on the WS dream dataset.
... In this way, it was possible to compare the perception of the product's quality with the psychographic characteristics of the respondents, combining the demographic variables with product knowledge and involvement in product consumption [12,44]. ...
Carob pulp flour has antidiabetic and antioxidant activities, is naturally sweet, and is rich in fibers. It is obtained from carob pod pulp from the evergreen tree Ceratonia siliqua L., which is grown in Mediterranean areas and is known for locust bean gum production. Despite its valuable effects on health, such as the modulation of the glycemic index, this ingredient has a tremendous impact on technological and hedonic features, mainly on color, flavor, and texture. In this paper, the qualitative features and consumers’ acceptance of a carob-based gluten-free bakery product where rice flour was substituted at 40% with carob pulp flour were studied. A panel group of experts described the bread as dark, quite dense, sweet, aromatic, and with a limited bubble dispersion. On the other hand, the sensory assessment and the willingness to pay of consumers were assessed in two groups (a fully informed one about heathy attributes of the food and a blind one). The results indicated a moderate appreciation of the overall quality of the product (average score between 4 and 5 points on a 9-point Likert scale). The information about the food’s healthy properties and the ability to maintain a low glycemic index did not enhance the consumers’ perception of the product, while previous knowledge and involvement in the product consumption were perceived to have primary importance regarding the final consumers’ choice. Finally, an accelerated shelf-life test was run on the packaged snack to evaluate the general quality and stability. The protective packaging helped in limiting bread decay and maintaining the textural characteristics.
... Former experience is important in determining willingness to do something (Laurent & Kapferer, 1985). Hence, former experience may act as a factor of prediction of future behaviour. ...
The concept of women empowerment has not been extensively examined within P2P accommodation. This study investigates female Airbnb hosts' empowerment gained through hosting on the platform. Additionally, the study examines the impact of their empowerment on their quality of life. The study applied Structural Equation Modelling to a sample of 343 female Airbnb hosts established in Greece. Findings reveal that female hosts are empowered differently in terms of the dimensions of empowerment (economic, political, social, psychological and educational) according to their hosting motives and proactive attitudes. Findings indicate that empowerment through hosting positively affects female hosts' quality of life, whereas former experience in tourism moderates their empowerment. Important theoretical and practical implications are elicited regarding gender equality in hospitality.
... Laurent and Kapferer [51] state that enduring involvement "derives from the perception that the product is related to centrally held values, those defining one's singularity, and identity, one's ego." In short, enduring involvement represents an individual's ongoing interest in a particular object [52]. ...
With the advancement of communication technology, online synchronous exercise courses become more common in recent years due to their ability to transcend time and space. Based on uses and gratifications theory (U&G), this study proposes a conceptual model for online synchronized exercise classes and examines the relationships among social inhibition, motivation, satisfaction, and continued involvement. After 322 valid questionnaires were collected and analyzed by partial least squares (PLS), this study confirmed the significant positive effects of hedonic, identified, and integrative motivation on online synchronous exercise satisfaction and the significant negative effect of social inhibition on online synchronous exercise satisfaction. Moreover, online synchronous exercise satisfaction has a positive effect on enduring involvement. This study not only contributes by extending the application of U&G theory to dynamic online synchronized exercise and addressing the interaction and pressure of online users in cyberspace but also provides novel marketing strategies for fitness and sports organizations.
... To further investigate the interactive effects of ICH ad types, different levels of situational involvement were included. Situational involvement is determined by the audience's personal interests and importance in a specific purchasing context [48]. Consumers did, indeed, exhibit different psychological processes and choices when shopping for themselves versus shopping for others [49]. ...
This review addresses the issues of low consumer engagement and market development difficulties in intangible cultural heritage (ICH) products. Dietary ICH products are selected as research materials to discover contemporary commercial survival paths for ICH through the psychological effects of advertising. Firstly, this study examines the respective advantages of rational and emotional ICH advertisement in terms of emotional responses, cognitive responses, attitudes, recall, and recognition. Then, it explores the effects of different ICH advertisement types (rational advertisement, emotional advertisement) and different degrees of situational involvement (purchasing for oneself, purchasing gifts for others) on the advertising effectiveness, aiming to identify factors influencing the psychological effects of ICH advertisement. Through statistical analysis, the main conclusions are as follows: (1) Rational ICH advertisement prompts consumers to consider the actual attributes of ICH products, leading to a more positive purchasing attitude. (2) Emotional ICH advertisement is more effective in eliciting positive emotions from consumers and enhancing brand memory. (3) Under the scenario of purchasing a gift for others, emotional ICH advertisement has a more positive impact on consumers’ attitudes towards advertising. (4) Under different degrees of situational involvement, rational ICH advertisement has a more positive impact on consumers’ purchasing attitudes. This study not only provides guidance for optimizing ICH advertising strategies but also offers new directions for market expansion, contributing valuable insights into cultural heritage preservation, as well as the development and protection of ICH.
... The manipulation results show that the subjects' judgment of narrative perspective is accurate. The manipulation of product involvement is studied by Laurent and Kapferer (1985) and Jin et al. (2018), and consisted of five items: "This beverage is very important to me" "I would regret my choice if I am not satisfied with the beverage I purchased" "When I buy beverage, I usually choose carefully to make the right decision" "I value the functional (hedonic) value that this beverage brings me" and "I think this beverage can reflect the user's personality or social status. " The manipulation of product involvement was successful. ...
Introduction
Storytelling ad is presented from one or more narrative perspectives. Narrative perspective, which can alter the way in which the plot is physiologically or psychologically perceived, can significantly affect consumer experience.
Methods
This study conducts three experiments with 526 participants to analyze the influencing mechanism of narrative perspective (first- versus third-person) on consumers’ brand attitudes in storytelling ads of products with different involvement (high versus low).
Results
(a) Narrative perspective (first- versus third-person) exerts persuasive effects on consumer brand attitudes; (b) Processes of social presence and self-brand connection explain the effects of narrative perspective on brand attitudes; (c) When product involvement is high, the use of the first-person narrative perspective in storytelling ads will result in a more positive brand attitude than the use of third-person narrative will; With lower product involvement, there is no significant difference in the impact on brand attitudes regardless of narrative perspective (first-person versus third-person).
Discussion
This research finds that different narrative perspectives significantly impact the persuasiveness of advertising. Boundary conditions exist for the effect of narrative persuasion, and product involvement moderates the effect of narrative perspective on brand attitudes.
... Alexandris et al., 2008Alexandris et al., , 2013Kyle et al., 2004a) and sport settings (Tsiotsou and Alexandris, 2009) and event settings (Helsen et al., 2022a). The first two models developed for measuring involvement were the personal involvement inventory (Zaichkowsky, 1985) and the consumer involvement profile (Laurent and Kapferer, 1985). The most widely used model was developed by McIntyre and Pigram (1992) and subsequently adapted by Kyle et al. (2003Kyle et al. ( , 2004aKyle et al. ( , 2004b in a series of sport and leisure studies both in the contexts of sport/ leisure participants and sport spectators (i.e. ...
Purpose
Despite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor’s products, and examine the degree to which perceived fit mediates the relationship between the involvement dimensions and intention.
Design/methodology/approach
The study draws on the theoretical model of sponsorship effects proposed by Wakefield et al. (2020) and obtained quantitative data from sampling esports viewers ( n = 285). Statistical analysis was carried out in three steps. Beyond the descriptive statistics, confirmatory factor analysis (CFA) was conducted to assess the goodness of fit of the measurement model. The mediation analysis was performed at the end of the study.
Findings
The results supported the impact of one of the esports involvement dimensions (i.e. self-expression) on both perceived fit and esports viewers’ intentions to buy sponsors’ products. Involvement (self-expression) was found to have both direct and indirect relationships, through perceived fit, on purchase intentions. The study provided support for the associations among esports involvement dimensions, sponsorship perceived fit and purchase intentions.
Practical implications
The practitioners should first consider the involvement profile of esports viewers. The more involved viewers will be more likely to have positive perceptions about the fit between the esports tournament and the sponsor.
Originality/value
It is the first study to test a sponsorship evaluation model in the context of esports users. It does so by including a more detailed measurement of involvement (with three-dimensions) in the hypothesized model.
... For measuring tourist behaviour, Isaac(2008) mentioned that specific behaviour of the tourist means their behaviour in participating in an activity. Laurent & Kapferer, (1985); Gursoy & Gavcar, (2003) suggested that, activity also being measured by Activity Involvement using Consumer Involvement Profile. Tang, Manthiou, Shin, & Chiang, 2012 mentioned that 'activity' has often investigated by exploring activity preference on a five point Likert scale. ...
Border Town Danok that is located 10Km from Sadao Town, Southern Thailand and about 2Km from border town, Bukit Kayu Hitam an d 12 Km from Changlun has few building of shops in earlier years as a border shopping town. It has grown and flourished with developments such as hotels and night clubs. It is popular among Malaysian tourists seeking leisure and entertainment activities. Given that the border of Malaysia and Thailand thrives with tourism, commercial activities as well as illicit and illegal activities, thus, understanding the behaviour of Malaysians tourists visiting Danok is crucial. The purpose of this study is to look whether there are differences between demographics factors of Malaysian Tourist with actual tourists' behaviour in Danok, Thailand. This study used the survey data of Malaysian tourists who visited Danok and the data was analyzed quantitatively using Independent T-Test Analysis and One Way Analysis of Variance (ANOVA). Findings in this study revealed that there are no significant different among gender, age, ethnicity and marital status towards Malaysian tourists actual behaviour in Danok. On the other hands, there is significant different among education level, employment sector, income groups and number of travel partner towards Malaysian tourists actual behaviour in Danok. Findings of this study provides an insight to both Malaysia and Thailand government, authorities, related agencies and stakeholders in order to understand the preferred tourism activities as well as behaviour of Malaysian cross-border tourists in Danok
... Involvement was measured using a condensed version of the Laurent and Kapferer [43] involvement scale, with respondents rating two statements on each of the five components of involvement (functional, experiential, identity-based, risk-based and consequence-based). Respondents indicated their agreement with belief statements and statements in the involvement scales using a five-point rating, ranging from strongly disagree (1) to strongly agree (5). ...
Predicting the willingness of people to engage in passive surveillance is crucial to the success of community-based efforts to manage invasive species and conserve native biodiversity. We draw on the marketing concept of involvement, which reflects the personal importance of an issue or behaviour, to understand and measure the motivation of members of the public to engage in passive surveillance. The usefulness of this concept was tested by analysing the responses of householders to surveys about their willingness to engage in passive surveillance for a purely environmental pest, Red-eared Slider Turtles (Trachemys scripta elegans), and their willingness to engage in passive surveillance for an economic and environmental pest, Argentine Ants (Linepithema humile), in New Zealand. We found that involvement influenced intentions, attitudes and surveillance behaviour for both invasive pests. We discussed the implications of these findings for (i) choosing between a surveillance strategy based on recruiting and training highly motivated members of the public and a strategy based on passive surveillance by any member of the public; (ii) growing the potential for passive surveillance by either increasing involvement with preventing the spread of a pest or increasing involvement with surveillance activities themselves; and (iii) determining the importance of convenient reporting mechanisms in promoting consistent reporting.
... Ironically, it will also reduce the number of citations, which remains the traditional measure of impact, even though it is not necessarily correlated with actual societal impact (Davison and Bjørn-Andersen 2019). For example, Kapferer and Laurent's (1993) follow-up article on consumer involvement profiles only received one-ninth of the citations of their first article (Laurent and Kapferer 1985) despite being based on stronger evidence (a diversified sample of 3,838 respondents vs. a convenience sample of 207 women) and updating the conclusions of the first article. ...
Commentary on conducting societally-impactful research in marketing.
Buku ini hadir sebagai wujud kepedulian penulis terhadap pentingnya pemahaman yang komprehensif mengenai strategi pemasaran di sektor jasa, yang dewasa ini
semakin berkembang dan menjadi tulang punggung pertumbuhan ekonomi di berbagai negara, termasuk Indonesia. Sektor jasa memiliki karakteristik yang unik
dibandingkan dengan sektor barang, sehingga pendekatan pemasaran yang digunakan pun memerlukan penyesuaian strategi yang tepat. Buku ini membahas
berbagai konsep dasar dan lanjutan dalam manajemen pemasaran jasa, mencakup bauran pemasaran yang khas untuk jasa, perilaku konsumen jasa, serta strategi
segmentasi, targeting, dan positioning yang efektif dalam konteks layanan. Pembahasan disajikan secara sistematis, dengan mengacu pada referensi-referensi terpercaya dan pengalaman praktis yang relevan.
Demographic characteristics, such as age, gender income are important that determine consumers' behaviors. These are determinants of physical, social and economic resources that determine an individual and explain their position in the social environment. In explaining consumer behavior, the degree to which consumers attribute importance to events, objects, and products when perceiving them and how they relate to these products are important factors. And, the increasing importance of the social benefit of products in consumers' purchasing decisions has brought attention to the concept of social innovation aimed at developing new products to address societal issues such as environmentally friendly products. This study examines the demographic characteristics of environmentally conscious consumers and their interest in environmentally friendly products. An ANOVA test was performed. The study found significant differences in consumers' demographic characteristics and their environmentally friendly purchasing behavior in terms of product interest and social innovation levels.
Companies use emoticons in the content of their brand fan pages as a means to enhance their relationships with consumers. Few studies have been conducted on how emoticons work on Facebook brand fan pages. In addition, previous research on emoticons does not provide any obvious mechanism for emoticons’ effects, and their findings also have certain limitations as a result that reveal mixed results. This study was designed to clarify the mechanism for emoticons’ effects. Two studies were conducted in total. In Study 1, we conducted a one-way ANOVA on 82 subjects recruited through Amazon Mechanical Turk (MTurk) and PROCESS macro model 4 for the mediation analysis. We confirmed that emoticons lowered the perceived functional value of brand fan pages and increased the perceived hedonic value. In addition, we found that the influence of emoticons on consumer attitudes toward brand fan page was only mediated by the hedonic value. In Study 2A, which examined the influence of product type and brand status, we conducted a 2 (emoticons) × 2 (product type) × 2 (brand status) ANOVA on 233 subjects recruited through Amazon MTurk, and contrast analysis and PROCESS macro model 6 were used for the interaction effect analysis and mediation analysis. We found that the positive effect of emoticons only occurred in utilitarian products with high brand status and hedonic products with low brand status. Study 2B, conducted using an Instagram version, yielded results identical to those of Study 2A. Finally, this study’s theoretical and practical implications are discussed.
Purpose
Despite the large corpus of literature on fashion consciousness (FC) and fashion involvement (FI), both terms are often used synonymously, resulting in conflicting or mixed results. We address this limitation by offering a critical analysis of FC and FI, with a specific focus on their measurements.
Design/methodology/approach
A snowball sample survey of 720 respondents were conducted for factor analysis aimed at assessing reliability and validity. Specifically, following discriminant and concurrent validity between FC and FI.
Findings
Our empirical research underscores the clear distinction between FC and FI in terms of their theoretical definitions and measurements. We strongly discourage their use as interchangeable/synonymous terms or use of other potentially related terminology.
Originality/value
Our contribution clarifies the differences between FI and FC. While acknowledging that authors may resort to linguistic repetition in their discourse, we advocate for consistently using the precise terms “fashion involvement” and “fashion consciousness” whenever feasible. This study has the potential to inform future knowledge development and literature reviews in the field.
In a franchise business, the franchisor provides a developed way of doing business, providing guidance, systems and ongoing assistance in exchange for payment of fees and/or periodic purchases. This includes franchise-based restaurant and eatery businesses in the culinary industry. This research aims to determine the influence of brand identity and food quality on customer loyalty at Rocket Chicken restaurants in Majalengka Regency. The research method used is a survey method with a descriptive verification approach. The data source is primary data, which was collected using a questionnaire. The research population is customers of Rocket Chicken restaurants whose exact number is not known. The research sample was taken randomly using an accidental sampling technique and consisted of 100 respondents. Data analysis techniques were carried out using multiple linear regression tests, partial tests, model feasibility tests, and classical assumption tests including normality tests, multicollinearity tests, heteroscedasticity tests and autocorrelation tests. The research results show that the model consisting of the independent variables brand identity and food quality is suitable for predicting customer loyalty. Partially, both brand identity and food quality have a positive and significant influence on customer loyalty at Rocket Chicken restaurants.
Recent advancements in technology have catalyzed product automation across various domains. Against this backdrop, comprehending consumer responses to autonomous products has emerged as a pivotal concern for businesses. Nonetheless, extant research inadequately investigates how the level of involvement influences preferences for autonomous products and how this influence fluctuates with the temporal distance to purchase. This study addresses this gap in knowledge by examining findings pertaining to involvement, the need for control, and construal level theory. A questionnaire survey encompassing 3,039 participants yielded the following insights. First, in scenarios in which purchases are made in the distant future, high-involvement consumers have a more favorable overall evaluation toward conventional products, whereas low-involvement consumers have a stronger preference toward autonomous products. Second, in scenarios in which purchases are imminent, high-involvement consumers demonstrate greater purchase intentions toward conventional products, whereas low-involvement consumers demonstrate comparable purchase intentions toward both autonomous and conventional products. These findings, elucidating consumer adoption patterns of autonomous products, offer pragmatic implications for companies’ product strategies, although caution should be exercised in generalizing the results, as the only product examined in the study was automobiles.
Restaurants that operate in any country and serve food from another country create an image of those countries in customers. Based on this, this research was designed considering that Turkish, Italian, and Japanese restaurants operating in Baku, the capital of Azerbaijan, create the image of their own countries among these customers and also affect the customers' intention to visit to their own countries. The aim of this study is to investigate the effect of electronic word of mouth and emotional involvement on the intention to visit foreign country restaurants and the moderator role of the country images of these restaurants on this effect. The study was analyzed with data obtained from Azerbaijani consumers who visited restaurants serving Turkish, Italian, and Japanese cuisine. Within the scope of the study, 12 hypotheses were analyzed with SPSS and Process v4 statistical analysis programs. As a result of the study, all hypotheses were supported. It was found that both E-WOM and emotional attachment on the intention to visit a restaurant were higher in Japanese cuisine compared to other countries. The moderator role of country image in the effect of E-WOM and emotional attachment on the intention to visit was found to be the highest in Japanese cuisine and the lowest in Turkish cuisine. It can be said that the findings of the study can be used especially for restaurant operators in decision-making processes.
Short-form video (SFV)-driven e-commerce is emerging as a novel form of social commerce. However, the impact of SFV advertisements on consumer behavior remains unclear. Our study employs the Elaboration Likelihood Model (ELM) and social proof theory to explore how social proof in SFV advertisements influences consumers' impulse buying behavior. We collected numerical data and user interaction text from Douyin and quantified real-time interaction text using grounded theory to assess the quality of social proof. The findings reveal that both the quantity and quality of social proof significantly impact impulse buying, with a moderating effect of product type on this relationship. Our study represents one of the first efforts to examine impulse buying behavior in SFV advertisements, making a significant contribution to the social commerce literature, and enhancing social proof theory. Furthermore, it offers actionable insights for sellers and marketers to effectively engage consumers and make informed, data-driven decisions.
Purpose
This study aims to investigate the complex dynamics of sports sponsorship within the context of mixed martial arts (MMA). Specifically, it explores how audience attitudes toward MMA influence their perceptions of players and sponsors, and subsequently, how these attitudes affect brand perceptions and purchase intentions. Furthermore, this research examines the moderating effect of fans' attitudes toward MMA on the relationship between their attitudes toward sponsors and their purchase intentions. MMA was selected as the focus of this study due to its propensity to evoke more intense emotional responses than other sports, as evidenced by previous research.
Design/methodology/approach
Study 1 was conducted to systematically assess the emotional responses elicited by MMA. This preliminary study involved 277 participants. Building on the findings from Study 1, Study 2 employed an online survey to investigate the relationships among various constructs related to MMA. This survey was facilitated through an external portal and included a sample of 459 participants residing in the United States. The constructs measured in this survey were attitudes toward the player (ATP), attitudes toward the sponsor (ATS), perception of brand quality (PBQ), purchase intention (ITP) and attitudes toward mixed martial arts (ATM).
Findings
The study reveals that respondents rated MMA the most negatively among the analyzed sports, with the highest standard deviation, indicating that MMA evokes extreme emotional responses. The findings confirm that attitudes toward the player positively influence attitudes toward the sponsor, aligning with sponsorship-linked marketing theory. Moreover, positive attitudes toward the player were found to enhance perceptions of the sponsor’s brand quality. The research further demonstrated that attitudes toward the sponsor and perceptions of brand quality mediate the relationship between attitudes toward the player and purchase intentions, underscoring the complex nature of consumer decision-making in MMA sponsorship.
Originality/value
This research provides novel insights into the critical role of audience engagement and personal connection with sports in formulating effective sponsorship strategies. It emphasizes the need for marketers to tailor their approaches to align with the sport’s personal significance to the audience, employing narratives that resonate with their identities and values. Enhancing player-sponsor associations through co-branded campaigns and endorsements is essential. Furthermore, consistently maintaining high product quality and fostering emotional connections with the sport are key strategies to drive increased purchase intentions.
A growing body of research argues that external threats from the international system strengthen ethnocentrism and authoritarianism, personal values anchored in national identity. We evaluate a necessary implication of this argument, that these shifting values drive change in broader social behaviors. Our focus is revealed value change in a non-political setting: American consumers’ choice of supermarket brands that symbolize national identity. Our empirical analyses leverage US counties’ quasi-random exposure to US Iraq War casualties to identify the effects of local casualties on the weekly market share growth of “American” supermarket brands. We analyze weekly supermarket scanner data for a representative sample of over 1,100 US supermarkets and 8,000 brands. During 2003-2006, the weekly market share of American brands grew relative to non-American brands in casualty-exposed supermarkets. Variation in share growth across customer demographics is consistent with reactions to external threat. We rule out alternative mechanisms including partisan cues, other product characteristics, and animosity towards other countries. These findings strengthen IR’s theoretical microfoundations by showing that international politics can reshape values enough to change broader social behaviors.
This study provides a comprehensive bibliometric analysis of corporate sustainable marketing, with a focus on innovation strategies and consumer engagement. By analyzing research publications from 1985 to 2024, the study identifies key trends, influential authors, and emerging themes within the field. The results highlight the central role of consumer engagement in sustainable marketing, emphasizing its connection to corporate social responsibility (CSR), customer participation, and green marketing strategies. Innovation is identified as a critical driver in attracting and retaining eco-conscious consumers, with green marketing and business model innovations emerging as essential components of corporate sustainability strategies. Despite the growing body of literature, the study reveals gaps in the integration of advanced technologies such as artificial intelligence (AI) and sustainable business model innovations, suggesting areas for future research. This analysis provides valuable insights for academics, practitioners, and policymakers seeking to understand the evolving dynamics of corporate sustainable marketing and consumer engagement.
Purpose: Investigate the impact of green consumer values and eco-conscious consumption on the decision-making process for buying and disposing of running shoes, emphasizing the moderation role of the runner's profile. Design/Methodology/Approach: Utilizes a quantitative survey methodology, analyzing the data with Structural Equation Modelling (SEM). The runner's profile—encompassing running frequency, duration, and its integration into lifestyle—serves as a moderator in the model. Findings: Reveals a complex interplay between environmental values and consumer habits, moderated by individual running profiles, affecting the purchase and disposal decisions of running shoes. Practical Implications: Insights can assist companies in tailoring sustainable practices and products to different segments of runners, enhancing environmental stewardship in sports consumerism. Originality/Value: Adds to the body of knowledge by uniquely combining consumer environmental values, habits, and individual athletic profiles in the context of sports equipment purchase and disposal decisions.
Purpose
The recent economic changes in India and the gender discrimination practices of the patriarchal society have forced Indian women to turn to the financial sector as an essential means of generating returns. This study aims to identify the factors influencing investors’ investment frequency in India’s two most recognized metropolitan areas.
Design/methodology/approach
The authors applied structural equation modeling to augment Allport’s consumer behavior model and the social influence theory for assessing the frequency of investments made by 690 investors. The direct and indirect linkages in the proposed model were evaluated using moderation and mediation techniques.
Findings
The study’s findings show that investors’ perceptions of gender discrimination practices and social influence considerably increase investors’ involvement, magnifying their investment frequency. In addition, access to reliable information reinforces the relationship between investors’ involvement and their frequency of investments, whereas the low-risk tolerance weakens this association.
Research limitations/implications
The findings could help policymakers, investors, financial media outlets, financial experts, educational institutions and society strengthen India’s financial sector by leveraging the linkage between the underlying constructs and investors’ behavior.
Originality/value
The aspects of involvement and gender inequality have not garnered enough attention in the previous studies on behavioral finance. The study delves deeper into investor behavior by establishing a link between the underlying constructs and broadening the horizons of prominent consumer behavior models. It also unfurls the moderating role of access to information and risk tolerance to comprehend the association better.
Bu araştırmada turistlerin destinasyonlara seyahat etme kararlarında krizlerin etkisi ve ilgilenimlerinin aracılık rolünün belirlenmesi amaçlanmaktadır. Bu amaç doğrultusunda araştırmada nicel veri toplama tekniği olarak anket kullanılmıştır. Kuramsal modelde yer alan değişkenler arasındaki neden sonuç ilişkileri yapısal eşitlik modellemesi tekniğiyle test edilmiştir. Yapılan analizler sonucunda elde edilen bulgulara göre krizlerin destinasyonlara seyahat etme kararlarında ilgilenimin tam aracılık etkisi olduğu tespit edilmiştir. Araştırmanın ölçeğinde ilgilenimin alt boyutlarından katılımcıların en çok zevk/haz boyutuna katılım gösterdikleri görülmektedir. Diğer taraftan turist ilgilenimi ile krizler ve satın alma kararı arasında da istatistiksel olarak anlamlı bir ilişki bulunmuştur.
The chapter discovers elements influencing trust in electronic word of mouth when using the goods and services of shopping malls through variables: information quality, care information, social influence, and perceived risk awareness. We gathered the data for the study from highly reliable information sources and primary data collected through a survey of 180 clients. Through research results show that most customers are most concerned with the factors of quality of information and perceived risk of trust in electronic word of mouth (eWOM). Based on the analysis results received, please give some solutions and recommendations to contribute a small part of your opinion on the development of optimal power and enhanced power of electronic word of mouth to Shopping malls in competitive conditions between banks higher and higher today. Finally, the author presents the research implications for administrators and the next research direction. Previous studies revealed that using linear regression. The paper uses the optimum selection by Bayesian consideration for Trust in power and enhanced power of electronic word of mouth.
Influencer marketing is considered a form of endorsement using the influencer's product recommendations to drive sales, but its purported purpose involves a much broader outcome of getting the attention of potential customers, generating word of mouth, and creating customer engagement with a brand or product. This research is based on Observational Learning Theory which explains new individual learning behavior by observing other people and the consequences of their actions. This study aims to determine whether influencer attractiveness has an influence on brand engagement in self-concept, the expected value of the brand and the purchase intention of the recommended brand. The method used is the structural structural model (SEM) to distribute samples from a total of 220 respondents in the questionnaire. Testing was carried out using the IBM SPSS 25 program and SmartPLS ver 4.0 software. The results of this study indicate that the rejection of one of the hypotheses that attracts influencer attractiveness has a positive but not significant effect on the intention to buy the recommended brand.
National survey data on the amount of information seeking by buyers of new cars and major household appliances are analyzed by AID and MCA. The findings lend support to the hypothesis that purchase and use of a product result in learning which later influences buying behavior.
In a comprehensive study of the behaviors and correlates of information seeking by Australian new car buyers, the authors examine three dimensions of information seeking-a sources of information dimension, a brand dimension, and a time dimension. Cluster analysis is used to develop consumer taxonomies of search behavior based on measurements of each of the dimensions. The resulting taxonomies are a high search group, a low search group, and three clusters collectively styled selective information seekers. Examination of the correlates of the individual search dimensions suggests that only certain predictors of search behavior are related to the different search dimensions.
It is argued that in the next edition of Technical Recommendations for Psychological Tests and Diagnostic Techniques "there should be a considerable strengthening of a set of precautionary requirements more easily classified under construct validity than under concurrent or predictive validity as presently described." (PsycINFO Database Record (c) 2012 APA, all rights reserved)
In Exp I, 183 undergraduates read a persuasive message from a likable or unlikable communicator who presented 6 or 2 arguments on 1 of 2 topics. High involvement (HI) Ss anticipated discussing the message topic at a future experimental session, whereas low-involvement (LI) Ss anticipated discussing a different topic. For HI Ss, opinion change was significantly greater given 6 arguments but was unaffected by communicator likability. For LI Ss, opinion change was significantly greater given a likable communicator but was unaffected by the argument's manipulation. In Exp II with 80 similar Ss, HI Ss showed slightly greater opinion change when exposed to 5 arguments from an unlikable (vs 1 argument from a likable) communicator, whereas LI Ss exhibited significantly greater persuasion in response to 1 argument from a likable (vs 5 arguments from an unlikable) communicator. Findings support the idea that HI leads message recipients to employ a systematic information processing strategy in which message-based cognitions mediate persuasion, whereas LI leads recipients to use a heuristic processing strategy in which simple decision rules mediate persuasion. Support was also obtained for the hypothesis that content- vs source-mediated opinion change would result in greater persistence. (37 ref) (PsycINFO Database Record (c) 2004 APA, all rights reserved)
This research studied the relationship between conformity and (a) the extent of the discrepancy between the opinions of a communicator and a recipient and (b) the degree of involvement of the recipient. These variables are central to a dissonance theory analysis of the social influence process, as well as to many previous investigations of attitude change. It can be derived from the theory that opinion change increases with increases in both involvement and discrepancy between communicator and recipient." " opinion conformity [did increase] as a function of involvement and discrepancy. This theory with its consideration of the tension-producing effects of these variables, provides a sound framework for the understanding of some of the dynamics of social influence.
Despite the importance of the concept of involvement, it remains misunderstood. No attempt has been made to establish the reliability and validity of the concept. To resolve apparently conflicting research findings, Houston and Rothschild posit a paradigm which classifies involvement as situational, enduring, and response. The author assesses the reliability and validity of this tripartite classification of involvement by using a multitrait-multimethod matrix approach and a linear structural relations analysis approach. Subsequently, the S-O-R formulation and causality are also tested.
In a comprehensive study of the behaviors and correlates of information seeking by Australian new car buyers, the authors examine three dimensions of information seeking—a sources of information dimension, a brand dimension, and a time dimension. Cluster analysis is used to develop consumer taxonomies of search behavior based on measurements of each of the dimensions. The resulting taxonomies are a high search group, a low search group, and three clusters collectively styled selective information seekers. Examination of the correlates of the individual search dimensions suggests that only certain predictors of search behavior are related to the different search dimensions.
National survey data on the amount of information seeking by buyers of new cars and major household appliances are analyzed by AID and MCA. The findings lend support to the hypothesis that purchase and use of a product result in learning which later influences buying behavior.
The preceding article defines convenience, shopping, and specialty goods in light of Festinger's theory of cognitive dissonance. In contrast, this article reports shopping behavior research which puts the classification of consumer goods in yet another perspective. The authors specifically question whether customers want to search in several stores before making buying decisions for certain types of merchandise. The answer to this question may hold important implications for future trends in channel policies, store locations, and retailing techniques.
This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption—mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.
A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
The preceding article defines convenience, shopping, and specialty goods in light of Festinger's theory of cognitive dissonance. In contrast, this article reports shopping behavior research which puts the classification of consumer goods in yet another perspective. The authors specifically question whether customers want to search in several stores before making buying decisions for certain types of merchandise. The answer to this question may hold important implications for future trends in channel policies, store locations, and retailing techniques.
In an earlier paper in this journal,* the author suggested that the processes of attitude change underlying mass communication impact are of two kinds: with low involvement to persuasive stimuli one might look for gradual shifts in perceptual structure, aided by repetition, activated by behavioral choice situations, and followed at some time by attitude change, while with high involvement one could look instead for the classic and familiar conflict of ideas at the level of conscious opinion and attitude that precedes changes in behavior. The present paper describes the development and application of a workable tool to measure this involvement, a necessary step if the study of communication impact along these lines is to proceed further.
Does television advertising produce sales by changing attitudes? Not always, says Herbert E. Krugman in his presidential address
before the American Association for Public Opinion Research on May 15, 1965. It may do so, he states, just by changing perceptions
of the product in the course of merely shifting the relative salience of attitudes, especially when the purchaser is not particularly
involved in the message. This arresting thesis has important implications for noncommercial as well as commercial persuasion
efforts.
Despite the importance of the concept of involvement, it remains misunderstood. No attempt has been made to establish the reliability and validity of the concept. To resolve apparently conflicting research findings, Houston and Rothschild posit a paradigm which classifies involvement as situational, enduring, and response. The author assesses the reliability and validity of this tripartite classification of involvement by using a multitrait-multimethod matrix approach and a linear structural relations analysis approach. Subsequently, the S-O-R formulation and causality are also tested.
A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
This paper defines hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience. After delineating these concepts, their theoretical antecedents are traced, followed by a discussion of differences between the traditional and hedonic views, methodological implications of the latter approach, and behavioral propositions in four substantive areas relevant to hedonic consumption-mental constructs, product classes, product usage and individual differences. Conclusions concern the usefulness of the hedonic perspective in supplementing and extending marketing research on consumer behavior.
Respondents rank-ordered 12 products from the most to the least ego-involving; it was found that brand commitment was strong for a middle range of products ranked by Ss on their degree of involvement. Also, strong brand commitment was more or less randomly scattered throughout the range of products, and brand commitment was either high or low for all the products regardless of involvement. It was hypothesized that a positive relationship exists between ego involvement in a product and commitment to a brand within that product class. Results of a 40-household survey indicate that the positive relationship between ego involvement in a product class and commitment to a brand was more often observed in a purchase context for what is perceived to be a low-involvement product. (17 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Presents an overview of the history, current state, and future of advertising effectiveness theory, focusing on 4 areas: traditional advertising theories prevalent in the 1950s (economic, responsive, psychological, and social), consumer behavior models developed during the 1960s, more recent developments in high–low consumer involvement continuum models and right–left brain hemisphere theories of message perception, and a proposed model that organizes advertising effectiveness theory for strategy planning purposes. The model is based on a matrix of consumer thinking–feeling and high–low involvement behaviors and suggests that there are purchase decisions where thinking is most important and others where feeling dominates in situations requiring more or less involvement. Management, creative, media, and research implications are outlined. (21 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
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)
Assimilation and contrast effects in the placement of opinion items in a series and in the evaluation of the acceptability of such items are explained by principles derived from psychophysical studies of stimulus placement and the development of scales of judgment. The book contains a systematic survey of relevant psychophysical studies plus an analysis of several of the authors' recent experiments on the judgment of weights, opinion topics, and political parties. In addition to the argument that assimilation and contrast effects depend on the location of anchors employed by the judge in evaluating the stimulus items, the authors introduce the concepts of latitude of acceptance and latitude of rejection and discuss the implications of these concepts for attitude change and communication. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Numerical taxonomic analysis is used to classify furniture and appliance buyers in terms of their prepurchase search behavior. Distinctive buyer groups are identified portraying a diversity of approaches to the information gathering task.
Theory and empirical evidence suggest that although the consumer is likely to hold attitudes towards stands on familiar social issues, attitudes are less likely to be held towards familiar branded products. In light of the pivotal role that attitudes have played in explaining consumer brand choice behavior, some theoretical implications of the nonattitude findings are discussed.
Consumer Decisions and Information Use
- S H Chaffee
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An Appraisal of Low-Involvement Consumer Information Processing
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Un monde autre: I'Enfance
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Advertising and Communication Management
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The Psychology of Ego-Involvement
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Refinement of the Involvement Concept: An Advertising Planning Point of View
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“Components of Involvement,”
- J L Lastovicka
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Reliability and Validity Assessment
- Zellerr G A Carminese