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- Title
INVOLVEMENT: A POTENTIALLY IMPORTANT MEDIATOR OF CONSUMER BEHAVIOR.
- Authors
Mitchell, Andrew A.
- Abstract
Although "involvement" has the potential of being an important mediator of consumer behavior, our current understanding of its effects are limited. The primary reason for this seems to be our general failure to develop a publicly acceptable conceptual definition of "involvement", valid measures of it and procedures for manipulating it in the laboratory. Until this is accomplished the quality and quantity of empirical research in this area will be limited. The papers in this session, in general, reflect this problem.
- Publication
Advances in Consumer Research, 1979, Vol 6, Issue 1, p191
- ISSN
0098-9258
- Publication type
Conference Proceeding