Relevance of Personal Factors as Antecedents of Consumer Involvement: An Exploration

Consumers differ in terms of both the level of involvement they feel for different products and source of their involvement, termed here as antecedents of involvement with a product Broadly, the antecedents of involvement are categorised into personal, product and situation related factors. This paper is an attempt to delve into personal sources of involvement originating in consumers' demographic and life style characteristics. Based on sample survey the study finds consumer involvement to be related with demographic factors, but in piecemeal manner. In respect of life style factors the study finds level of involvement to be differing mainly for the products lying towards the higher end of involvement continuum. Finally the paper spells out many managerial and research implications of findings of the study.