Choosing Among Alternative Brands: Revisiting the Way Involvement Drives Consumer Selectivity

Q4 Business, Management and Accounting Review of Marketing Science Pub Date : 2021-03-01 DOI:10.1515/roms-2020-0054

Kleopatra Konstantoulaki, F. Kokkinaki, Ioannis Rizomyliotis

引用次数: 2

Abstract

Abstract This study provides original theoretical and practical insights on the role of involvement in consumer decision making by demonstrating its negative effect on the relative size of the consideration set. Two experimental studies were conducted to test the relations between these constructs. The moderating effect of the nature of a product category and of the decision-making context was also examined. The results suggest that high involvement makes consumers more selective when evaluating the brands, they consider for purchase. This points towards different marketing practices in order to enhance brand attitudes or strengthen brand awareness accordingly.

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在替代品牌中进行选择：重新审视参与驱动消费者选择的方式

摘要本研究通过展示其对考虑集相对大小的负面影响，为参与在消费者决策中的作用提供了原创的理论和实践见解。我们进行了两项实验研究来检验这些构念之间的关系。还审查了产品类别性质和决策背景的调节作用。结果表明，高参与度使消费者在评估他们考虑购买的品牌时更具选择性。这指向不同的营销实践，以提高品牌态度或加强品牌意识。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Review of Marketing Science Business, Management and Accounting-Marketing

CiteScore

1.10

自引率

0.00%

发文量

期刊介绍： The Review of Marketing Science (ROMS) is a peer-reviewed electronic-only journal whose mission is twofold: wide and rapid dissemination of the latest research in marketing, and one-stop review of important marketing research across the field, past and present. Unlike most marketing journals, ROMS is able to publish peer-reviewed articles immediately thanks to its electronic format. Electronic publication is designed to ensure speedy publication. It works in a very novel and simple way. An issue of ROMS opens and then closes after a year. All papers accepted during the year are part of the issue, and appear as soon as they are accepted. Combined with the rapid peer review process, this makes for quick dissemination.