The Involvement Model in Advertising Consumer Products Abroad

The recent upsurge of interest in marketing has resulted in a umber of articles concerned with the explanation of consumer behaviour in the purchase decision‐making process. Whereas the main focus of these has been the improvement of methods of assessing buying procedures, very few have discussed the factors influencing consumer involvement in the purchase decision‐making process such as product, country, consumer, market, advertisement and advertising medium. These issues are discussed, systematised and analysed, and a model for advertising implications proposed.