Level Of Product Involvement Research Articles

Consumer attitude formation from eWOM: interplay between cognition and affect

The goal of the current study is to investigate how affective and cognitive processing - two of the main components in forming an attitude - play roles in the impact of online consumer reviews on brand/product attitude formation, and, consequently, on purchase intention formation under various conditions (e.g. valence of consumer reviews, product type, and level of involvement). The main experiment was conducted under 2 × 2 × 2 experimentally designed conditions with manipulated valence (positive vs. negative), product type (hedonic vs. functional), and involvement level (high vs. low). The study found a dominant moderating effect from valence of consumer review, whereas the effects from the other moderating variables - product types and involvement levels - were merely detected. The theoretical and practical implications of these findings are discussed.

THE EFFECT OF CONSUMER INVOLVEMENT ON BRAND LOYALTY: A STUDY ON SMART PHONE PRODUCTS

The main aim of this study is to reveal the effect of consumers’ product involvement levels on their brand loyalty in terms of smart phones. Another purpose of this study is to detect whether this predicted effect differ based on gender. In order to achieve this goal, a research was implemented by using face to face survey method on 665 Balikesir University Burhaniye School of Applied Science students who are determined with convenience sampling method. The reason of using this sample is the anticipation of that university students’ consciousness and involvement levels about smart phones might be higher than other populations. In order to determine consumer involvement level, Consumer Involvement Profiles (CIP), which is developed by Kapferer and Laurent (1985) and one of commonly used scales in consumer involvement researches, was used. As for brand loyalty, a 6-item scale that developed by Zeithaml, Berry, and Parasuraman (1996) as five items and one dimension, and then, adapted by Lam, Shankar, Erramilli, and Murthy (2004) as two dimensions (repurchase/ patronage and recommendation) by adding one item to repurchase/ patronage dimension, was used. The research results demonstrate that symbolic value, risk probability, and hedonic value dimensions of consumer involvement have effects on repurchase/ patronage dimension of brand loyalty. In addition, the results support that interest, symbolic value, risk probability, and hedonic value dimensions of consumer involvement have effects on recommendation dimension of brand loyalty. When these results evaluated from the point of gender, some different findings were obtained. With reference to these results, the findings were interpreted and the study was concluded with suggestions to researchers and managers.

TÜKETİCİLERİN İLGİLENİM, MEMNUNİYET ve SADAKAT DÜZEYLERİ CİNSİYETE GÖRE DEĞİŞMEKTE MİDİR?

The main aim of this study is to reveal whether consumers’ product involvement, satisfaction and loyalty levels differentiate in terms of smart phones and perfume. In order to achieve this goal, a research was implemented by using survey method on 665 Balıkesir University Burhaniye School of Applied Science students who are determined with convenience sampling method. The reason of using this sample is the anticipation of that university students’ consciousness and involvement levels about smart phones and perfumes might be higher than other populations. The research results demonstrate that there are differences according to gender in symbolic value, risk probability, and hedonic value dimensions of involvement terms of smart phones. In terms of perfume products involvement, the results also indicate that there are differences according to gender in interest and hedonic value dimensions of involvement. In addition, it is identified that satisfaction and loyalty towards perfume brands is higher for women than men. However, it is found that satisfaction and loyalty levels towards smart phones do not show any difference according to gender.

TÜKETİCİLERİN İLGİLENİM, MEMNUNİYET ve SADAKAT DÜZEYLERİ CİNSİYETE GÖRE DEĞİŞMEKTE MİDİR?

Bu araştırmanın temel amacı, tüketicilerin ürün ilgilenimi, memnuniyet ve sadakat düzeylerinin cinsiyete göre değişip değişmediğini akıllı telefon ve parfüm ürünü özelinde ortaya koymaktır. Bu amaca ulaşmak için, Balıkesir Üniversitesi Burhaniye Uygulamalı Bilimler Yüksekokulu öğrencileri arasından kolayda örnekleme yöntemi ile araştırmaya dâhil edilen 665 öğrenci üzerinde yüz yüze anket yöntemiyle bir uygulama gerçekleştirilmiştir. Araştırmada bu kitlenin kullanılmasının nedeni, üniversite öğrencilerinin akıllı telefon ve parfüm ürününe yönelik bilinç ve ilgilenim düzeyinin diğer kitlelerden daha yüksek olacağı beklentisidir. Araştırma sonuçları, cevaplayıcıların akıllı telefon ilgileniminin sembolik değer, hata olasılığı ve hedonik değer boyutlarında cinsiyete göre farklılaştığını ortaya koymaktadır. Parfüm ürünü ilgileniminin ise ilgi ve hedonik değer boyutlarında cinsiyete göre farklılaştığı tespit edilmiştir. Diğer taraftan, kullanılan parfüm markasına yönelik memnuniyet ve sadakatin kadınlarda daha yüksek düzeyde olduğu tespit edilirken, akıllı telefon markasına yönelik memnuniyet ve sadakat düzeyinin cinsiyete göre değişmediği bulunmuştur.

Questioning the Way That We Measure Consumers' Product Involvement Levels: How Wine Awards Exposed Differing Involvement Levels

Consumer levels of product involvement have conventionally been explored using questionnaires that aim to identify the existence of different consumer segments. However, the research presented here suggests that whilst questionnaires are suited to large numbers of participants, they may not provide an accurate picture of product involvement levels. Using quantitative and qualitative research to investigate involvement levels with wine and the influence of awards on purchase decisions, this paper presents results from two different types of methods that reveal differing levels of involvement. A consumer questionnaire (n= 44) classified participants into high and low involvement groups. Four focus groups with these participants were then conducted. Results from the focus groups indicate that the participants' involvement levels were not equivalent to those allocated as a result of the questionnaire responses. These results suggest current marketing scales need to be adapted to better segment wine consumers according to their level of product involvement.

Internet Shopping Behaviors of Generation Y African-American Based on Apparel Production Involvement

<p>This study investigates internet shopping behaviors of Generation Y African-Americans (GYAAs), based on their levels of apparel product involvement associated with internet shopping orientations, internet situational influences, internet behavioral intentions, and previous internet shopping experiences. Data were collected from African-American college students of several universities in southeastern United States. Of the total surveys collected, 240 completed surveys were analyzed using multivariate analysis of variance (MANOVA), univariate analysis of variance (ANOVA), one-way ANOVA, <em>chi</em>-square, and <em>phi</em>-coefficient. This study attempts to understand internet shopping behaviors of GYAA. This research demonstrates that GYAAs have unique internet shopping behaviors toward on-line apparel products, showing that two involvement groups differ significantly in many ways. Internet shopping is highly attractive to high-involvement GYAA consumers due to its entertainment during their web-surfing as well as many other reasons such as its fashion-consciousness and personality rather than the reasons of convenience, expense, and familiarity, which are more sensitive to low-involvement GYAA consumers.</p>

Impact of symbolic product design on brand evaluations

Purpose The purpose of this paper is to investigate the impact of symbolic product information (symbolic product design) on consumers’ perceived brand evaluations. In an experimental setting, the authors consider as key factors the congruence between symbolic product design and product category, the level of product involvement as well as brand strength. Design/methodology/approach In an experiment of 490 participants, consumers are confronted to different symbolic product designs connotations. Based on the cognitive process model “SARA” (selective activation, reconstruction and anchoring), the authors examined how symbolic product design associations are used as heuristics in the working memory when making brand judgement. Findings The results show that product design associations are used in consumers’ information processing as anchor for brand evaluations. This effect is stronger if symbolic design associations are incongruent to the product category because of consumers’ deeper elaboration process. Furthermore, the impact of symbolic product design is higher for weak compared to strong brands. Research limitations/implications This research supports the cognitive process model “SARA” being an appropriate foundation explaining the effects of symbolic product design. Further research should extend this experiment, using a field study in a more realistic setting and/or a choice situation between different alternative product designs at the point of sale. Furthermore, the consumers’ elaboration process should be manipulated differently, e.g. in a mental load condition. Practical implications Symbolic product design is important to enhance brand association networks in the consumers’ mind, particularly if the brand is weak. Marketers should use incongruent symbolic product information to differentiate from competitors who use “stereotype” product designs. Originality/value Research about product design in the marketing discipline is still limited. The authors analyse the impact of symbolic product design on brand evaluations in an experimental setting of 490 respondents in four product categories. The findings support that consumers use product design as heuristics to evaluate brands.

A tri-component model of parental attitude: acceptance of child's role in family decision making

The present paper uses the tri-components of parental attitude to assess the role of the child in family decision making; and the moderating effects of the child's age and level of product involvement. A quota sample of 141 urban Indian parents across four child segments was collected to understand the cognitive-connative-affective components of parental attitude across selected high and low involvement product categories. The affective attitudinal components was found to be the most significant followed by the connative and cognitive. The higher was the affective component greater was the parental acceptance of the child in the purchase decision. It was also found that the acceptance of the child in the purchase decision was more for the older versus the younger children. Though there was considerable diversity in parenting attitude, by and large the Indian parent was more open to the child playing an active role - especially for low involvement products.

Evaluation of the objective and subjective features of technological products: evidences from Turkish tablet PC market

Today, technological products have a number of features. These features are mostly evaluated by the consumers before deciding to purchase the product. For this reason, many companies manage their marketing activities on different features to advance their products. Hence, focusing on the product features has always been a research topic for marketing managers. The subjective features affect consumers' intentions of purchase as well as the objective features. This paper describes a study carried out to find out the effects of subjective and objective features of a tablet PC on consumers' intentions of purchase. This study firstly generates measures for objective and subjective features of tablet PC. Then, it examines the effects of objective and subjective features of tablet PC on purchase intentions of consumers by considering the roles of product involvement and knowledge level. The results show that subjective features of tablet PC have positive and significant effects on purchase intention. Innovative dimension has been defined as the most important feature among the subjective features. On the other hand, the objective features of tablet PC have direct effect on subjective feature, while they have no effect on purchase intention. Implications and suggestions for future research are also provided.

Modeling the Effects of Green Advertising on Brand Image: Investigating the Moderating Effects of Product Involvement Using Structural Equation

ABSTRACT This experimental study examined consumers’ response to green advertising for high- and low-involvement products by measuring its effect on consumers’ intention to purchase such brands. The present study enhances our understanding of the moderating role of product involvement and extends the structural equation tests of the four causal models. A dataset of 169 respondents is used to examine the role of brand image and brand attitude in the context of green advertisements. Consistent with earlier findings, the suggested model provides a good fit of the data and results indicate that positive attitude toward green advertisements, brand image, and attitude toward the brand enhances the chances of consumers’ purchase intention of such brands. The study also verifies that product involvement moderates the positive relationship between attitude toward green advertisements and brand image such that at higher levels of product involvement, attitude toward green advertisements has a stronger effect on brand image.

El aroma al evaluar el involucramiento del consumidor con un producto y su percepción de calidad

This study analyses to what extent do consumer involvement and perception of product quality explain the perceived price, using information about articles like bags and briefcases obtained through smell. The method for this study is a complete within-sample experimental design where subject rate their level of product involvement and perceived product quality based on three olfactory stimuli: leather, synthetic leather, and fabric. The results show that after using involvement and quality as two independent and simultaneous perspectives to evaluate the product, involvement is not relevant. Quality and not involvement is the variable that determines the perceived price.

A COMPARATIVE STUDY OF PRODUCT INVOLVEMENT IN GUJARAT

O conceito de envolvimento de produto é um conceito relativamente novo. No entanto, nos últimos tempos, muita investigação tem sido efetuada nesta área. Os profissionais de Marketing estão tentando estudar o comportamento do comprador com base no seu envolvimento de um produto ou serviço. Nesta pesquisa, também, dois produtos de contraste foram selecionados representando dois níveis extremos de envolvimento com o produto. Uma casa residencial, que é um produto de alta envolvimento e um creme dental que é um produto de baixo envolvimento. Envolvimento de um produto foi encontrado para fora para estes produtos com base nos fatores que determinam a participação, como proposto por Carmen Garcia et al. Além disso, a análise de correlação foi conduzido para testar a relação entre os fatores que determinam o envolvimento do produto separadamente, tanto para os produtos e verificou-se que para casa residencial, há uma correlação positiva significativa entre e todos os fatores. No entanto, o mesmo não foi encontrado para pasta de dente. Verificou-se que no caso da pasta de dente, a correlação entre todos os fatores foi baixa e insignificante. Assim, essa mentalidade diferente de compradores foi observado que seria útil para os professionais de marketing ao projetar sua estratégia de marketing para seus produtos e serviços.

The Roles of a Spokesperson and Brand-Message Congruity in Advertising Effectiveness of Coffeehouse Brands

This study aims to examine the impacts of spokesperson type (celebrity vs. non-celebrity) and brand-message congruity status (congruity vs. incongruity) on consumer responses. Based on the responses of 366 consumers, a multivariate analysis of covariance (MANCOVA) test is conducted to determine main and interaction effects of a spokesperson type and brand-message congruity status on consumer responses, while controlling for a product involvement level. The results show that a celebrity spokesperson generates more positive ad attitudes than does a non-celebrity spokesperson. Also, an interaction effect exists between spokesperson type and brand-message congruity status on brand attitudes. The ad using a celebrity with a congruent brand-message (hedonic brand-hedonic message or utilitarian brand-utilitarian message) yields more positive brand attitudes than the ad with an incongruent one (hedonic brand-utilitarian message or utilitarian brand-hedonic message). These results provide empirical directions for marketers in the hospitality industry who must tailor advertising strategies for their targeted customers.

Customization in location-based advertising: Effects of tailoring source, locational congruity, and product involvement on ad attitudes

This study explores the psychological effects of information tailoring, locational congruity, and product involvement on user attitudes toward location-based advertising (LBA) on mobile devices. Results from a 2 (type of information tailoring: personalization vs. customization)×2 (level of locational congruity: high vs. low)×2 (level of product involvement: high vs. low involvement) between-subjects experiment (N=115) showed that customization and locational congruity were effective strategies for inducing positive attitudes about LBA and its service quality. In addition, the ad’s perceived intrusiveness was found to mediate the effects of product involvement on participants’ attitudes toward LBA. Implications of the findings are discussed.

THE IMPACTS OF COUNTRY-OF-ORIGIN, PRODUCT INVOLVEMENT, AND PRODUCT FAMILIARITY ON PRODUCT EVALUATION

One of the most interesting phenomena in global business is the existence of a product’scountry-of-origin (COO). COO as an informational cue has been proven to affect consumer’spurchasing decisions in terms of their perception towards the product’s attributes as well astheir overall evaluation of the product. The objective of this study is to investigate the impacts ofcountry-of-origin on product evaluation in the Indonesian market by considering consumers’product familiarity and consumers’ product involvement. Consumers’ perception of theproduct’s country-of-origin is assumed to have a significant influence on consumers’ considerationsin evaluating the product prior to purchase. This impact is supposedly moderated by theextent that consumers are familiar with the product’s attributes and to what extent the productis important and interesting to them. A survey design was employed to test the proposedlinkages among the variables.The target population of the survey was Indonesian consumers of imported products. Thesample unit is the person who has experience in buying or consuming foreign products. Thesample of 307 persons was drawn from Yogyakarta. This study examined televisions torepresent a high involvement product. The country stimuli are Korea and Indonesia . The studyapplied the regression analyses and hierarchical moderated regression to test the proposedhypotheses. The study found that: (1) Indonesian consumers associate positively a product’scountry-of-origin with their decision in evaluating the product for both Indonesian and Koreanproducts, (2) Indonesian consumers consider the level of economic development of the countryof-origin in evaluating the product, in which the effect of the country-of-origin is stronger for aKorean product than an Indonesian product, (3) Indonesian consumers with different levels ofproduct familiarity do not evaluate a product differently for both Indonesian and Koreanproducts, (4) Indonesian consumers with different levels of product involvement evaluate aKorean product differently.Keywords: country-of-origin, product evaluation, Korea, TV Product

The Impacts of Country-of-Origin, Product Involvement, and Product Familiarity on Product Evaluation

One of the most interesting phenomena in the global business practices is the existence of product’s country-of-origin (COO). COO as an informational cue has been proven to affect consumer’s purchasing decision in terms of their perception toward the product’s attributes as well as their overall evaluation of the product. The objective of this study is to investigate the impacts of country-of-origin on the product evaluation in the Indonesian market by considering consumers’ product familiarity and consumers’ product involvement. Consumers’ perception of the country where the product comes from is assumed to give significant influence to consumers’ considerations in evaluating the product prior to purchase. This influence is supposedly moderated by to what extent consumers are familiar with product attributes and to what extent the product is important and interesting for them. A survey design was employed to test the proposed linkages among variables. The target population of the survey is Indonesian consumers of imported products. The sample unit is the person who has experience in buying or consuming foreign products. The samples of 307 persons are drawn from Yogyakarta. This study examined LED television to represent a high involvement product. The country stimuli are Korea and Indonesia . The study applied the regression analyses and hierarchical moderated regression to test the proposed hypotheses. The study found that: (1) Indonesian consumers associate positively product’s country-of-origin with their decision in evaluating the product prior to purchase for both Indonesian and Korean Products, (2) Indonesian consumers consider the level of economic development of the country-of-origin in evaluating the product prior to purchase in which the effect of country-of-origin is stronger for Korean product than Indonesian product, (3) Indonesian consumers with different levels of product familiarity do not evaluate product differently for both Indonesian and Korean products, (4) Indonesian consumers with different levels of product involvement evaluate Korean product differently.

THE IMPACTS OF COUNTRY-OF-ORIGIN, PRODUCT INVOLVEMENT, AND PRODUCT FAMILIARITY ON PRODUCT EVALUATION

One of the most interesting phenomena in global business is the existence of a product’scountry-of-origin (COO). COO as an informational cue has been proven to affect consumer’spurchasing decisions in terms of their perception towards the product’s attributes as well astheir overall evaluation of the product. The objective of this study is to investigate the impacts ofcountry-of-origin on product evaluation in the Indonesian market by considering consumers’product familiarity and consumers’ product involvement. Consumers’ perception of theproduct’s country-of-origin is assumed to have a significant influence on consumers’ considerationsin evaluating the product prior to purchase. This impact is supposedly moderated by theextent that consumers are familiar with the product’s attributes and to what extent the productis important and interesting to them. A survey design was employed to test the proposedlinkages among the variables.The target population of the survey was Indonesian consumers of imported products. Thesample unit is the person who has experience in buying or consuming foreign products. Thesample of 307 persons was drawn from Yogyakarta. This study examined televisions torepresent a high involvement product. The country stimuli are Korea and Indonesia . The studyapplied the regression analyses and hierarchical moderated regression to test the proposedhypotheses. The study found that: (1) Indonesian consumers associate positively a product’scountry-of-origin with their decision in evaluating the product for both Indonesian and Koreanproducts, (2) Indonesian consumers consider the level of economic development of the countryof-origin in evaluating the product, in which the effect of the country-of-origin is stronger for aKorean product than an Indonesian product, (3) Indonesian consumers with different levels ofproduct familiarity do not evaluate a product differently for both Indonesian and Koreanproducts, (4) Indonesian consumers with different levels of product involvement evaluate aKorean product differently.Keywords: country-of-origin, product evaluation, Korea, TV Product

The cross-platform synergies of digital video advertising: Implications for cross-media campaigns in television, Internet and mobile TV

This study examines the synergy effect of digital video advertising through television, mobile TV, and the Internet on general outcomes of advertising effectiveness. In a 3 (paired media conditions for ad repetition)×2 (product involvement) mixed factorial design, we examined empirical outcomes of the cross-media synergy effect.The results show that participants exposed to repetitive ads on paired media of television, Internet, and mobile TV have greater perceived message credibility, ad credibility, and brand credibility than counterparts exposed to repetitive ads from a single medium. The multiple-media repetition also generated more positive cognitive responses, attitude toward the brand, and higher purchase intention than the single-medium repetition. Finally, the cross-platform synergy effect remained robust for different levels of product involvement.

Evaluating tastes and aromas of wine: a peek inside the “black box”

Purpose– Wine tasting is an integral method for engaging consumers. Producers go to great lengths to educate consumers on evaluating quality based on taste and aroma. Understanding the sensory and perceptual processes of wine tasting may offer insight into how consumers at different levels of wine expertise use their senses to evaluate wine.Design/methodology/approach– This study used functional near-infrared spectroscopy to examine processing in the frontal lobe of the brain during wine tasting and aroma evaluation. Sixty subjects evaluated the tastes and aromas of wine samples with various levels of sweetness, whereas 16 defined areas of their frontal lobes were measured with functional near infrared measurement.Findings– The subjects’ orbitofrontal cortices were activated during both olfaction (smelling) and tasting. Further, larger areas of the frontal lobes showed significant activation during the olfaction task than during the tasting task. The level of the subjects’ wine knowledge did not predict differences in neural processing when participants evaluated aroma of wine; however, subjects with higher wine knowledge did show significantly higher activation in specific frontal lobe regions when tasting. Differences in levels of product involvement among the subjects were not significant for the tasting task, but were significant for the olfaction task.Originality/value– Developing a better understanding of the biological processes involved in tasting may lead to understanding the differences in consumer preferences for wine. This, in turn, may assist tasting room managers to adjust their tasting procedure to be tailored to consumer-specific needs.

Loyalty intentions

Purpose – This article aims to present a model linking loyalty intention, brand commitment, brand credibility and brand awareness. The model shows the mediating role of brand commitment and brand credibility on loyalty intention. The researchers also investigated the changes in the given model under high and low involvement conditions, explicitly considering involvement as between-subject differences rather than between-product differences. The change in customer loyalty intention under varying levels of product involvement is a highly debated topic among researchers. Design/methodology/approach – The model was tested on a sample of 318 executives who have bought and are using deodorants. The respondents had given responses for loyalty intentions, brand commitment, brand credibility, brand awareness and involvement towards the brand of deodorant that they use. Confirmatory factor analysis was used to validate the tool for measurement of constructs and multi-group structural equation modelling for testing the hypotheses and comparing the nested models. Findings – The difference between high and low involvement groups in the given model supports the hierarchy-of-effects view. We found that attitude precedes behaviour for highly involved individuals but followed a different hierarchy among the individuals with low involvement. Research limitations/implications – This research investigates the proposed model for a single product category and so the scope of generalisability is limited to the product selected. This research has considered behavioural intention rather than the behaviour in this study. Practical implications – The study demonstrates the differences in the hierarchy-of-effects among low/high involvement groups. Thus, the findings will have an impact on the approach of practitioners, as different strategies will have to be adopted for the enhancement of loyalty intentions based on the difference in perceived involvement of consumers. Originality/value – This paper shows the need to differently target consumers with different levels of perceived involvement, within the same product class and thus between-subject involvement can be used as a segmentation variable.