Consumer involvement in the product with general causality orientations

Abstract

The main objective of the research relates to establish predictable values of causality orientation for types of consumer involvement in product. Beside that, the possible differences in expression of causality orientations and dimension of involvement within different groups of respondents were tested. The assumption is that it is possible to predict some of five types of consumer involvement: pleasure, importance, sign, risk importance, risk probability according to dominant type of causality orientation (autonomy, controlled, impersonal). The research were conducted on a sample of 178 consumers on the territory of Republic of Serbia on different types of sex, ages, married and working status, level of education and purchasing power. The General Causality Orientation Scale (Deci and Ryan,1985) and Profil involvement (Laurent and Kapferer, 1985) were used. Pleasure is the most expressed dimension of involvement. When we are talking about sociodemographic variable and the expression of single dimension involvement, there are differences in sex and education. The degree differences of general causality orientation exist only in sex. As important predictors of involvement type the next causality orientation were separated: autonomy for pleasure, controlled for importance and risk importance and impersonal for risk probability. It is not possible to predict the type of involvement on base of general causality orientation of respondents.