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Product Involvement (product + involvement)
Selected AbstractsProduct involvement in organic food consumption: Does ideology meet practice?PSYCHOLOGY & MARKETING, Issue 9 2009Anssi Tarkiainen This study assesses the level of consumers' felt involvement in four distinct product categories of organic food (coffee, bread, fruit, and flour), and examines the role of felt involvement in the broader context of organic food shopping behavior. It is shown that the reason why consumers do not buy organic food regularly despite their positive attitudes is that such ideologically formed attitudes are not present in habitual, low-involvement shopping activities with limited problem-solving needs as in food shopping from grocery stores. The statistical analysis of an empirical sample of 200 consumers gives substantial support to the hypothesized new organic food buying behavior model. © 2009 Wiley Periodicals, Inc. [source] Consumer advisors revisited: What drives those with market mavenism and opinion leadership tendencies and why?JOURNAL OF CONSUMER BEHAVIOUR, Issue 2-3 2009Nicola E. Stokburger-Sauer Consumers with a tendency toward market mavenism (MM) and opinion leadership (OL) represent powerful forces in the marketplace because of their influence on other consumers' consumption decisions. They are thus important consumer groups for both other individuals and companies. Little is known, however, about the motives that drive these individuals. Additionally, research has not explored the consequences of the market mavenism tendency (MMT) and OL. Research is thus needed to tap into and compare factors that influence MMT and OL as well as variables that are influenced by MMT and OL. A key goal of the current study is to determine whether individuals with a tendency toward MM and opinion leaders are consumers who are more or less satisfied and loyal than other consumers. This study investigates product involvement and need for variety (NFV) as antecedents of MMT and OL and looks into their relationship with satisfaction and loyalty. Using data from 1145 German consumers in four product categories (i.e., wine, clothing, cars, and cameras) and applying structural equation modeling, it was found that opinion leaders have higher levels of product category involvement than individuals with a tendency toward mavenism, while the latter have a higher NFV than opinion leaders. Finally, opinion leaders and individuals with a tendency toward mavenism have higher levels of satisfaction, and the first are more loyal consumers, but this varies across product categories. Important implications for marketing theory and marketing practice can be derived. Individuals with a tendency toward MM and/or opinion leaders could, for instance, be integrated as powerful sources in the context of co-producing products and services. Copyright © 2009 John Wiley & Sons, Ltd. [source] The influence of evidence type and product involvement on message-framing effects in advertisingJOURNAL OF CONSUMER BEHAVIOUR, Issue 3 2008Frank E. Dardis Extrapolating from prior research that describes the persuasive effects of gain- versus loss-framed messages via the heuristic-systematic model (HSM), the current study incorporated two advertising-related factors , evidence type (informational vs. exemplar) and product involvement , and examined their influence on message-framing effects in advertisements for commonplace consumer products. A significant interaction in Experiment 1 indicated that loss-framed messages were persuasive in a higher-involvement context only when coupled with informational evidence, which enhanced systematic processing among participants and thereby elicited the framing effect. No interaction effects occurred in the lower-involvement context of Experiment 2, in which the hypothesized thought-processing patterns did not evince. Consistent with recent theoretical advancements, these results indicate that message-framing effects can be attenuated when both systematic and heuristic processing occur simultaneously. Practical implications are discussed. Copyright © 2008 John Wiley & Sons, Ltd. [source] | ||||||||||