Abstract
The importance of the symbolic value and of the product utility for a consumer's involvement in fish products was determined by applying a model to data collected in Denmark in 1999. The relative importance of these two antecedents of product involvement differed between two segments of consumers important to marketing strategies. However, the potential effects of involvement did not differ between the segments. Rather, the customer's involvement ensures that sign value and utility have effects such as greater enjoyment of shopping and higher frequency of usage.
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