Involvement: Its measurement for retail store research

Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 1

Abstract

Several marketing scholars have noted the importance of the concept of involvement with respect to marketing strategy. Various definitions of involvement have been offered. These definitions have resulted in two major measures: the importance measure (importance attached to the attributes of the object under consideration in a choice process) and the “matrix approach”. This paper addresses the reliability and validity of these two measures.

Keywords

Consumer Research, Retail Store, High Stake, Department Store, Product Class

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