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.
Type de document :
Article dans une revue
Journal of Marketing Research, American Marketing Association, 1985, pp.41-53
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Contributeur : Amaury Bouvet <>
Soumis le : dimanche 10 février 2013 - 17:06:55
Dernière modification le : jeudi 11 janvier 2018 - 06:19:32

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  • HAL Id : hal-00786781, version 1

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Jean-Noël Kapferer, Gilles Laurent. Measuring consumer involvement profiles. Journal of Marketing Research, American Marketing Association, 1985, pp.41-53. 〈hal-00786781〉

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