Product class involvement and purchase intent |
| |
Authors: | Don R. Rahtz David L. Moore |
| |
Affiliation: | College of William and Mary |
| |
Abstract: | While much has been written trying to define product-class involvement, little has been done to explore its impact on marketing tools or models. This study empirically examines the impact of product-class involvement on a cognitive-based model (the cognitive-consistency model). Results suggest that the predictive ability of cognitive-consistency type models will decrease under low product-class involvement. |
| |
Keywords: | |
|