Dimensions of purchase decision involvement: Affective and cognitive involvement in product and brand

摘要

The purpose of this study is to demonstrate that purchase decision involvement (PDI) can be considered a multidimensional construct consisting of four lower order constructs (that is, cognitive vs affective involvement and product vs brand involvement) and to show the usefulness of measuring these four types of involvement to marketing and advertising managers. The results from the confirmatory factor analysis procedure using a sample of 688 college students support the distinction of the proposed dimensions and suggest a new product classification plot that could provide marketers with more interpretable insights for marketing strategies.