and-commitment
model is very appealing for market segmentation. Thus, a second objective
was to test the model empirically by differentiating and profiling
the resulting segments in terms of product class orientations, evaluation
of product attributes, and sources of brand information. A profile of the
unique characteristics of each consumer segment will assist marketers
in developing new products and brand extensions, aid in fine-tuning
advertising, pricing, and distribution strategies, and help identify profitable
market opportunities. To this end, a fairly homogeneous consumer
market and its involvement with and brand commitment toward
a specific product category was selected to test the model.
LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT
Consumer involvement can be conceptualized in a number of ways;
therefore, a great deal of attention in the literature has focused on differentiating the various meanings of the term. Very broadly, involvement本
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has been described as an internal state of arousal comprised of
three major properties: intensity, direction, and persistence (Andrews,
Durvasula, & Akhter, 1990; Mitchell, 1981). Intensity refers to the person’s
degree of involvement or motivation. Level of involvement ranges
along a continuum from low to high (Antil, 1984) and varies across products
and situations as well as individuals. That is, although individually
consumers exhibit different levels of involvement for different product
classes and purchase situations, some product classes and purchase situations
are generally perceived to be more highly involving than others
(Hupfer & Gardner, 1971). Direction is defined as the object or issue
toward which an individual is motivated (Mitchell, 1981), whereas persistence
refers to the duration of the involvement intensity (Celsi & Olson,
1988). Consumers exhibit varying degrees of involvement toward
products, purchase situations, and/or marketing communications (direction)
over relatively short to extended periods of time (persistence).
Involvement is generally considered to be a function of three factors:
(a) individual characteristics such as a person’s needs, interests, values,
and goals; (b) situational factors such as the purchase occasion or the
perceived risk associated with the purchase decision; and (c) characteristics
of the object or stimulus such as the type of communication media
or variations within the product class (Andrews et al., 1990; Laurent &
Kapferer, 1985; Zaichkowsky, 1986). Outcomes associated with high involvement
include more time and effort spent in search-related activities
(Bloch et al., 1986), more extensive decision making, greater perceived
differences in product attributes, and a greater likelihood of
establishing brand preferences (Zaichkowsky, 1985, 1986).
Product involvement is theoretically analogous to the concept of ego
involvement. Ego involvement occurs when an issue or object is related
to the unique set of attitudes and values that comprise an individual’s
self-concept (Sherif & Cantril, 1947). Similarly, product involvement
occurs when a product category is related to a person’s centrally held
values and self-concept (Houston & Rothschild, 1978). Product involvement
can be categorized as being either situational or enduring, based
upon persistence (Bloch &
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