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Measuring Consumer Involvement Profiles
Gilles Laurent and Jean-Noël Kapferer
Journal of Marketing Research
Vol. 22, No. 1 (Feb., 1985), pp. 41-53
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151549
Page Count: 13
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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.
Journal of Marketing Research © 1985 American Marketing Association