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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
DOI: 10.2307/3151549
Stable URL: http://www.jstor.org/stable/3151549
Page Count: 13
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Measuring Consumer Involvement Profiles
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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.

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