Attitudes, involvement and consumer behaviour : a longitudinal study in fast moving consumer goods markets

摘要

An empirical study is reported which attempts to validatetwo key theoretical consequences of consumer involvement:differences in brand buying behaviour and differences inthe type of decision processing undertaken.A literature review is provided which traces the history ofinvolvement and identifies a suitable contemporaryframework. Work on brand loyalty and attitude modelling isalso reviewed and suitable frameworks identified.A pilot stage is reported which shows how involvementmeasurement techniques can be adapted for use amongfrequently purchased products. Results from reliabilitytesting and differences in the mean levels of involvementfor six grocery product categories are reported.A main fieldwork phase is reported where a consumer panelwas operated for four months (n=191). Data on levels ofinvolvement, decision making and purchasing behaviour werecollected from the panel using surveys and diary sheets forthree product categories: newspapers, breakfast cereals andpaper kitchen towels.The relationship between sources of involvement and buyingbehaviour was analysed using LISREL. A model ofinvolvement is identified which suggests that brandinvolvement is generated by the risks associated withmaking a poor brand choice and the levels of pleasureassociated with the product field. For newspapers, themodelling identifies a significant (but small) relationshipbetween involvement and devotion of purchasing to a limitednumber of brands. This relationship was not significant inthe other two product fields. Further analysis identifiesfour classifications of buying behaviour (habitual, loyal,switchers, and variety seekers) which helps to explain whythe linear relationship is so weak.A second analysis phase is reported which examines theutility of the Extended Fishbein Model for each of thethree product categories. This analysis supports thenotion that decision processing is more extensive where thelevel of product involvement is higher.The theoretical and managerial implications of the findingsare discussed. Strengths and limitations of the researchdesign are reviewed.