Consumers Involvement Profiles: New Empirical Result

Abstract : A new stream of research on consumer involvement is reviewed. A cumulative body of empirical results, based on 22 product categories and more than 4400 observations, leads to three main implications : 1. One should stop measuring involvement by a single indicator, but substitute it by an involvement profile based on the antecedents of involvement. 2. Prediction of the consequences of involvement entails taking into account the full involvement profile. The consequences depend on the antecedent conditions of involvement. 3. In each market, it is possible to identify segments with contrasted involvement profiles. An illustrative application is presented. High and low involvement are just two situations among many others.
Type de document :
Article dans une revue
Advances in Consumer Research, 1985, 12 (1), pp.NC
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https://hal-hec.archives-ouvertes.fr/hal-00786784
Contributeur : Amaury Bouvet <>
Soumis le : dimanche 10 février 2013 - 17:22:48
Dernière modification le : jeudi 11 janvier 2018 - 06:19:32

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  • HAL Id : hal-00786784, version 1

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Jean-Noël Kapferer, Gilles Laurent. Consumers Involvement Profiles: New Empirical Result. Advances in Consumer Research, 1985, 12 (1), pp.NC. 〈hal-00786784〉

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