Consumer Behavior

consumer behavior Conceptualizing Involvement The plethora of consumer behavior and social psychological literature on affaire suggests considerable interest in this construct. There has not, however, been a common conceptual or methodological framework to its examination in either literature (Laaksonen, 1994; Jainist and Srinivasen, 1990; Rothschild, 1984; Zaichkowsky, 1985; Traylor and Joseph, 1984). Three main perspectives of involvement are evident in extant literature; product-centered, subject-centered and response centered orientations (Finn, 1983).

The product-centered perspective defines involvement as the perceived importance of the product to the consumer, i.e. whether the product is superficial and, therefore, unimportant, or serious and thus important. The subject-centered view maintains that consumers differ in terms of involvement-type variables. Three sub-groupings of subject-centered definitions have been postulated. They include interest/importance, relevance ...If you want to get a full essay, order it on our website: Orderessay

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