Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Zaichkowsky, J. L. 2010. Consumer Involvement. Wiley International Encyclopedia of Marketing. 3.
- Published Online: 15 DEC 2010
Involvement is a motivational variable in consumer behavior. It can be used to describe the level of consumer interest, search, or complex decision making in the marketplace. This article presents a brief history of the origins of involvement and different views on its measurement in the marketing literature.
- measuring involvement;
- enduring involvement;
- ego involvement;
- consumer interest