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The Impact of Consumer Involvement on Services Information Search: Is it important or just interesting?

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Abstract:

The involvement construct is generally recognised as a key influence on consumer buyer behaviour and is used as a tool for product classification in a number of advertising frameworks (Vakratsas and Ambler 1999). However, the impact of involvement has been given little recognition in the services advertising literature. This paper addresses this shortfall by undertaking an empirical investigation into the relationship between involvement and levels of information search for a range of consumer services. Two main findings emerge from the study. Firstly, the type and level of involvement does vary across the consumer services spectrum and involvement can be utilised to identify four distinct types of services. Secondly, the importance dimension of the involvement construct has a stronger impact on information search than the interest dimension. The implications of these findings are then examined.

Keywords: ADVERTISING; CONSUMER BEHAVIOUR; INVOLVEMENT; SERVICES

Document Type: Research Article

DOI: https://doi.org/10.1362/1475392054797241

Publication date: 2005-07-01

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