Premium
Product class involvement and purchase intent
Author(s) -
Rahtz Don R.,
Moore David L.
Publication year - 1989
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220060204
Subject(s) - consistency (knowledge bases) , class (philosophy) , product (mathematics) , cognition , psychology , marketing , cognitive psychology , computer science , business , mathematics , artificial intelligence , geometry , neuroscience
Abstract While much has been written trying to define product‐class involvement, little has been done to explore its impact on marketing tools or models. This study empirically examines the impact of product‐class involvement on a cognitive‐based model (the cognitive‐consistency model). Results suggest that the predictive ability of cognitive‐consistency type models will decrease under low product‐class involvement.