Validating the S-O-R paradigm for consumer involvement with a convenience good
Mark E. Slama, Armen Tashchian
Journal of the Academy of Marketing Science · 1987 · Volume 15 · Issue 1
Abstract
The Houston and Rothschild S-O-R consumer involvement paradigm is tested for validity with measures of involvement for a shampoo purchase decision. A multitrait-multimethod matrix approach confirms the convergent and discriminant validity of the measure employed. A causal modeling analysis suggests that enduring involvement may work through situational involvement to influence consumer responses. Marketing implications are discussed.
Keywords
Consumer Research, Purchase Decision, Situational Involvement, American Market Association, Consumer Involvement
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