THE REFINEMENT OF MEASURING CONSUMER INVOLVEMENT — AN EMPIRICAL STUDY
In order to understand why consumers choose certain products over others, marketers study consumer behavior. This concept of involvement is significant in understanding and explaining consumer behavior (Bloch 1981; Bloch, 1982; Zaichkowsky, 1985; Celsi and Olson, 1988; Engel, et al., 1990; Assael, 1995). The term became popular in marketing circles through Krugman's research in television advertising and low‐involvement learning in 1965 (Krugman, 1965).
Year of publication: |
2003
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Authors: | Hsu, Tsuen‐Ho ; Lee, Monle |
Published in: |
Competitiveness Review: An International Business Journal. - MCB UP Ltd, ISSN 2051-3143, ZDB-ID 2070009-X. - Vol. 13.2003, 1, p. 56-65
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Publisher: |
MCB UP Ltd |
Saved in:
Online Resource
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