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- Title
CONSUMER INVOLVEMENT: DEFINITIONAL ISSUES AND RESEARCH DIRECTIONS.
- Authors
Muncy, James A.; Hunt, Shelby D.
- Abstract
Though involvement has recently become a central issue to consumer researchers, substantial confusion exist as to its nature. In order to help reduce this confusion, the present paper identifies and discusses five distinct concepts which have all been labeled "involvement". The concepts of ego involvement, commitment, communication Involvement, purchase Importance, and response involvement are discussed as they relate to this evolving body of knowledge.
- Publication
Advances in Consumer Research, 1984, Vol 11, Issue 1, p193
- ISSN
0098-9258
- Publication type
Conference Proceeding