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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.
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Contributor : Antoine Haldemann <>
Submitted on : Sunday, February 10, 2013 - 5:22:48 PM
Last modification on : Tuesday, December 10, 2019 - 10:28:04 AM

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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, The Association for Consumer Research, 1985, 12 (1), pp.NC. ⟨hal-00786784⟩

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