Measuring-Consumer-Involvement-Profiles.pdf
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Measuring-Consumer-Involvement-Profiles.pdf
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GILLESLAURENTandJEAN-NOELKAPFERER*Thereismorethanonekindofconsumerinvolvement.Dependingontheante-cedentsofinvolvement(e.g.,theproductspleasurevalue,theproductssignorsymbolicvalue,riskimportance,andprobabilityofpurchaseerror),consequencesonconsumerbehaviordiffer.Theauthorsthereforerecommendmeasuringanin-volvementprofile,ratherthanasingleinvolvementlevel.Theseconclusionsarebasedonanempiricalanalysisof14productcategories.MeasuringConsumerInvolvementProfilesThedegreeofconsumerinvolvementinaproductcat-egoryisnowwidelyrecognizedasamajorvariablerel-evanttoadvertisingstrategy(Ray1982;Rothschild1979;Vaughn1980).Dependingontheirlevelofinvolvement,individualconsumersdifferintheextentoftheirdeci-sionprocessandtheirsearchforinformation.Dependingontheirlevelofinvolvement,consumersmaybepassiveoractivewhentheyreceiveadvertisingcommunication,andlimitorextendtheirprocessingofthiscommuni-cation.Toadapttothesedifferences,advertisersmayconsideranumberofoperationalvariablessuchasthetypeofmedia,thedegreeofrepetition,thelengthofthemessage,thetoneofthemessage,andthequantityofinformation(Tyebjee1979).Inpractice,however,onequestionarisesfrequently:
howcanweknowwhetheraspecificgroupofconsumersisindeedhighlyinvolvedinsomeproductcategory?
Today,thisquestiongenerallyreceivesqualitativeas-sessmentfromadvertisingandproductmanagers.Whenquantitativeindicatorsofinvolvementareused,thein-stramentsoftenboildowntoasinglescale(Vaughn1980)ortoasingle-itemmeasureofperceivedimportance(Agostini1978;HupferandGardner1971;LastovickaandBonfield1982;Traylor1981).Shouldinvolvementbereducedtoasingledimension?
Doesperceivedim-portancealonecapturesalltherichnessoftheinvolve-mentconcept?
Isitsufficienttoclassifypeopleintermsofasingleinvolvementindicatororshouldinvolvementbeanalyzedintermsofmultiplefacets,whichneedtobemeasuredsimultaneouslyifonewantstoprovide*GillesLaurentandJean-NoelKapfererareAssociateProfessors,EcoledesHautesEtudesCommerciales(H.E.C.)andInstitutSuprieurdesAffaires(I.S.A.),Jouy-en-Josas,France.Theorderoftheau-thorsnamesresultsfromarandomdrawing.TheauthorsthanktheanonymousJMRreviewersandtheEditorfortheirhelpfulsuggestions.managerswithafullpictureofthetypeofinvolvementofaspecifictargetgroup?
Fifteenyearsago,intheirextensivereviewofthein-volvementconcept,Kiesler,Collins,andMiller(1969)calleditapot-pourriconceptwhichmayencompasssev-eralindependentelements.MorerecentlyRothschild(1979)concludedthatnosingleindicatorofinvolvementcouldsatisfactorilydescribe,explain,orpredictinvolve-ment.Inlinewiththeseremarks,wesuggestthatmar-ketingresearchersstopthinkingintermsofsinglein-dicatorsoftheinvolvementlevelandinsteaduseaninvolvementprofiletospecifymorefullythenatureoftherelationshipbetweenaconsumerandaproductcategory.Ourobjectiveistoprovidemarketingandadvertisingmanagerswithascalespecifyingthenatureandlevelofconsumerinvolvementthatisreliableandvalidbutalsoconvenient.Satisfyingtheconveniencecriterionimpliesthattheitemsshouldmakesenseforanyproductclassfromyogurttobras,fromcolorTVsetstodetergentsandthatthetotalnumberofitemsallowsthescaletobeinsertedatlittleextracostinausageandattitudesurvey.Inthenextsectionwereviewtheusesoftheinvolve-mentconcept,asrevealedbytheliterattireandman-agersinterviewswiththeauthors.Thisreviewsuggeststhatconsumersdiffernotonlyinlevelofinvolvement,butalsointypeofinvolvement.Thenwedescribeamethodbywhichindicatorscanbedevelopedforeachtypeofinvolvement.Finally,dataanalysisprovidesevi-denceaboutthereliabilityandvalidityoftheindicatorsaswellastheusefulnessofthinkingintermsofinvolve-mentprofiletopredictselectedaspectsofconsumersdecisionprocessesandreceptivitytoadvertising.INVOLVEMENTORINVOLVEMENTS?
ResearchonconsumerinvolvementgoesbacktoSherifandCantrils(1947)earlywork.Manyauthorshavere-41JournalofMarketingResearchVol.XXII(February1985),41-5342JOURNALOFAAARKETINGRESEARCH,FEBRUARY1985viewedthisfieldofconsumerresearchandtheory(Arora1982;Assad1981;DeBruicker1979;EngelandBlack-well1982;Ray1973;Robertson1976).Itisnotourob-jectiveheretoaddanotherreview,buttofocusondif-ferentfacetsortypesofinvolvement.Intheory,involvementisconsideredanindividualdif-ferencevariable.Itisacausalormotivatingvariablewithanumberofconsequencesontheconsumerspurchaseandcommunicationbehavior.Thus,dependingontheirlevelofinvolvement,consumerswilldiffergreatlyintheextensivenessoftheirpurchasedecisionprocess(indi-catedbythenumberofattributesusedtocomparebrands,thelengthofthechoiceprocess,andthewillingnesstoreachamaximumorathresholdlevelofsatisfaction)orintheirprocessingofcommunications(indicatedforin-stancebytheextentofinfonnationsearch,receptivitytoadvertising,andthenumberandtypeofcognitivere-sponsesgeneratedduringexposure)(Krugman1965,1967).Theinvolvementliteratureandin-depthinterviewswithadvertisingmanagerssuggestthatthehypotheticalcon-structinvolvementisnotaunitaryone.Therearedif-ferentviewsofinvolvementasrevealedbytheusesoftheconceptandtheconditionsimposedbydifferentre-searcherstomanipulateandmeasureit.TheUsesoftheConceptResearchersandpractitionerstendnottousethewordinvolvementalone,butratherimplyadistinctionbe-tweentypesofinvolvement.Forexample,HoustonandRothschild(1977)makeadistinctionbetweenenduringinvolvementandsituationalinvolvement.Thelatterre-flectsconcernwithaspecificsituationsuchasapur-chaseoccasionorelection.Theformer,stemmingfromtheindividual,reflectsageneralandpermanentconcernwiththeproductclass.ThecrucialdifferencebetweenthesetwotypesofinvolvementissuggestedbyRoths-child(1979,p.77):
anindividualmightusuallypurchasevariouslow-pricebrandsofliquorinastochasticmannerbecauseoflowenduringinvolvement;ontheoccasionofavisitbytheboss,however,ahighinvolvementde-cisionwouldbemadetopurchaseaspecificbrand.En-duringinvolvementderivesfromtheperceptionthattheproductisrelatedtocentrallyheldvalues(Arora1982),thosedefiningonessingularityandidentity,onesego(OstromandBrock1968;Rokeach1968).Situationalin-volvementisheightenedwhentheconsumerperceivesriskinaspecificsituation.Anotherdifferentiationissubsumedbythepractition-erstendencytospeakofemotionalinvolvement(Vaughn1980).Suchaqualificationsupposesacontra-riothattherecouldbeanon-emotionalinvolvement,suchaswhatFrenchsociologistChombartdeLauwe(1979)callsrationalinvolvement,devoidofanyaffect.Forinstance,confrontingachoiceofsteamirons,thecon-sumerwouldmerelytrytooptimizeacost-benefitratio,withnoemotionorinteresttowardtheproductcategory.Pleasureisabsent.Thiswouldnotbethecaseforthechoiceofarestaurant(HirschmanandHolbrook1982).Afinaldifferentiationishighlightedbyauthorswhospeakofpersonalinvolvementasthoughtherewereanother,impersonal,kindofinvolvement.ForinstanceFrenchsemiologistBaudrillard(1968,1970)positsthatthereisinvolvementonlywhenthereissign.Lookingatsomeproductaltematives,theconsumerlooksforthedifferencethatcorrespondstohisorherownidentity,orego.Whenproductchoiceisperceivedasthesignofoneself,involvementispresent.IntheirearlyworkSherifandCantril(1947)madeasimilarrestriction.Theyspokeofegoinvolvementtoemphasizethepersonalandemotionalnatureofinvolvement.Greenwald(1965)pro-posesthetermsolutioninvolvementtodenotethecommitmentoftheconsumerinthesearchfortherightsolutiontoaproblem,andviewsthisformofinvolve-mentasindependentofegoinvolvementstemmingfromtheindividualsverypersonalandcentralvalues.TheAntecedentsofInvolvementAsahypotheticalconstruct,involvementcannotbemeasureddirectly.Lookingatempiricalresearch,onefindsagreatdiversityintheoperationalindicatorsofinvolvementfurtherrefiectingthedifferencesinmean-ingoftheconstructfordifferentresearchers.SherifandHovland(1961)typicallyrecruitedtheirhighlyinvolvedsubjectsamongWCTUwomen,em-phasizingthreepossibleantecedentsoftheirinvolve-ment.Involvementcouldstemfromtheintrinsicim-portanceofanissue,itspersonalmeaning(SherifandHovland1961,p.197),apublicstandtaken,orstrongaffectvis-d-visanissue(Kiesler,Collins,andMiller1969).Workinginthecognitivedissonanceparadigm,Zim-bardo(1960)experimentallymanipulatedinvolvement.Inchoiceorattitudechangeexperimentshighlyin-volvedsubjectswereledtobelievethattheywouldhavetomakeapublicstandontheiropinioninfrontofagroupofspectators.Lowinvolvedsubjects,onthecontrary,perceivedtheirchoiceoropinionsasincon-sequential.Suchanoperationalizationtypicallymanip-ulatedaperceivedriskantecedentofinvolvement(Chaf-feeandMcLeod1973)andspeciallyapsychologicalriskrelatedtotheimageonemightproject.Inmarketing,priceisprobablythemostcommonlyusedindicatorofinvolvement.Becausetherisksofamispurchasearehighwhenpriceishigh,consumersarelikelytobeinvolved(Rothschild1979).Durablegoodsalsohavebeenusedtocreateconditionsofhighinvolve-mentbecause,incaseofmispurchase,oneisstuckwithapoorproductforalongtime.Amongthosegoods,dressesaregenerallyconsideredasextremelyego-in-volvingbecauseoftheirsymbolicmeaningvis-d-visrel-evantothers,theircapacitytoexpressoneslifestyleorpersonality(Levy1959),ortheirhedoniccharacter(Hirschmanan
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