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Consumer Involvement Profiles: A New and Practical Approach to Consumer Involvement

Author

Listed:
  • Jean-Noël Kapferer

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Gilles Laurent

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

Abstract

Today, many advertising recommendations mention the target market's degree of involvement in justifying the chosen strategy. Consumers' involvement in products is believed to moderate considerably their reactions to marketing and advertising stimuli. Therefore it should affect copy, format, media, and repetition decisions. Foote, Cone, & Belding agencies worldwide have even adopted a strategy planning device, the "Grid," based on a highlow involvement dichotomy (Vaughn, 1980). Current practice measures involvement by a single index, or even a single item of product's perceived importance. A new stream of research initiated in Europe since 1981 has shown that the degree of involvement counts actually less than the source of this involvement. Empirical data on 37 product categories and derived from more than 7500 interviews show that involvement is not limited to a single dimension. It should rather be thought of as a profile of the dimensions of interest, perceived risk, pleasure value, and sign value (Kapferer and Laurent, 48 1984, 1985; Laurent and Kapferer. 1985). For advertising managers the involvement profile is an enlightening new tool for understanding the full dynamics of the relationship of consumers to products, for describing targets, and for market segmentation. The purpose of this article is to present the rationale and the main aspects of this new approach to the conceptualization and measurement of consumer involvement. Since its theoretical and methodological bases have already been presented at length elsewhere, we shall stress here the practical applications of the involvement profile.

Suggested Citation

  • Jean-Noël Kapferer & Gilles Laurent, 1985. "Consumer Involvement Profiles: A New and Practical Approach to Consumer Involvement," Post-Print hal-00786782, HAL.
    • Handle: RePEc:hal:journl:hal-00786782
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    Citations

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    Cited by:

    1. Pieters, Rik G.M. & Rosbergen, Edward & Hartog, Michel, 1995. "Visual attention to advertising : the impact of motivation and repetition," Research Report 95B27, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    2. Steiner, B.E. & Peschel, A.O. & Grebitus, C., 2017. "Multi-Product Category Choices Labeled for Ecological Footprints: Exploring Psychographics and Evolved Psychological Biases for Characterizing Latent Consumer Classes," Ecological Economics, Elsevier, vol. 140(C), pages 251-264.
    3. Pieters, R. & Warlop, L., 1998. "Visual Attention During Brand Choice : The Impact of Time Pressure and Task Motivation," Discussion Paper 1998-69, Tilburg University, Center for Economic Research.
    4. Neena Sondhi & S.R. Singhvi, 2006. "Gender Influences in Garment Purchase," Global Business Review, International Management Institute, vol. 7(1), pages 57-75, February.
    5. Jorge Vera Martínez, 2010. "La influencia de los componentes del valor percibido de la marca en los componentes del perfil de involucramiento del consumidor," Revista Ciencias Estratégicas, Universidad Pontificia Bolivariana, December.
    6. Jasmandeep Kaur & Priyanka Malik & Surabhi Singh, 2024. "Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention," FIIB Business Review, , vol. 13(3), pages 318-330, May.
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    9. Maxham, James III, 2001. "Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions," Journal of Business Research, Elsevier, vol. 54(1), pages 11-24, October.
    10. repec:dgr:rugsom:95b27 is not listed on IDEAS
    11. repec:jtr:journl:v:9:y:2014:i:1:p:28-64 is not listed on IDEAS
    12. Steiner, Michael & Wiegand, Nico & Eggert, Andreas & Backhaus, Klaus, 2016. "Platform adoption in system markets: The roles of preference heterogeneity and consumer expectations," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 276-296.
    13. Rebekkah Navas & Hyo Jung (Julie) Chang & Samina Khan & Jo Woon Chong, 2021. "Sustainability Transparency and Trustworthiness of Traditional and Blockchain Ecolabels: A Comparison of Generations X and Y Consumers," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    14. Beaton, Anthony A. & Funk, Daniel C. & Ridinger, Lynn & Jordan, Jeremy, 2011. "Sport involvement: A conceptual and empirical analysis," Sport Management Review, Elsevier, vol. 14(2), pages 126-140, May.
    15. Yoo, Bosul & Katsumata, Sotaro & Ichikohji, Takeyasu, 2017. "A Multi-Country Comparison of User Innovation Behaviors on Smartphone Applications," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168553, International Telecommunications Society (ITS).
    16. Sarah Kohler & Isabell Koinig, 2020. "Health and Scientific Frames in Online Communication of Tick-Borne Encephalitis: Antecedents of Frame Recognition," Media and Communication, Cogitatio Press, vol. 8(2), pages 413-424.
    17. Serravalle, Francesca & Vanheems, Régine & Viassone, Milena, 2023. "Does product involvement drive consumer flow state in the AR environment? A study on behavioural responses," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    18. Pieters, R. & Warlop, L., 1998. "Visual Attention During Brand Choice : The Impact of Time Pressure and Task Motivation," Other publications TiSEM 0d2ce004-d72e-40e8-9c01-2, Tilburg University, School of Economics and Management.
    19. Lee, Wan-I & Chang, Chih-Yuan & Liu, Yu-Lun, 2010. "Exploring customers’ store loyalty using the means-end chain approach," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 395-405.
    20. Bosul Yoo & Sotaro Katsumata & Takeyasu Ichikohji, 2017. "The Impact of Customer Orientation on Quantity and Quality of User-Generated Content: A Multi-Country Case Study of Mobile Applications," Discussion Papers in Economics and Business 17-12, Osaka University, Graduate School of Economics.
    21. Andrew E. Wilson & Michael D. Giebelhausen & Michael K. Brady, 2017. "Negative word of mouth can be a positive for consumers connected to the brand," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 534-547, July.
    22. Jorge Vera & Andrea Trujillo, 2017. "Searching most influential variables to brand loyalty measurements: An exploratory study," Contaduría y Administración, Accounting and Management, vol. 62(2), pages 28-29, Abril-Jun.
    23. González-Benito, Óscar & Martos-Partal, Mercedes, 2012. "Role of Retailer Positioning and Product Category on the Relationship Between Store Brand Consumption and Store Loyalty," Journal of Retailing, Elsevier, vol. 88(2), pages 236-249.
    24. Cristina Calvo-Porral & Paulino Montes-Solla, 2013. "Drivers of Value In The Beer Market: Comparing an Imported And A National Brand," European Research Studies Journal, European Research Studies Journal, vol. 0(3), pages 19-46.
    25. Woojin Lee & Haeyoon Kwon, 2021. "The Influence of Personal Involvement on Festival Attendees’ Revisit Intention: Food and Wine Attendees’ Perspective," Sustainability, MDPI, vol. 13(14), pages 1-17, July.

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    Keywords

    Consumer Involvement; Profiles;

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