Standard Article

Consumer Involvement

Part 3. Consumer Behavior

  1. Judith Lynne Zaichkowsky

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03014

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Zaichkowsky, J. L. 2010. Consumer Involvement. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. Copenhagen Business School, Frederiksberg, Denmark

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • involvement;
  • measuring involvement;
  • motivation;
  • enduring involvement;
  • ego involvement;
  • consumer interest