Consumer Involvement

This study looks at how far consumers are involved in the decisions they make on purchases. It explores the relationship between the person and the product in terms of cognitive structures and the meanings and concepts that lie behind a product which influence consumer choice. Pirjo Laaksonen starts by defining the social psychological background to the area before identifying ways to research and define the nature of consumer involvement and conceptual development. She lays emphasis on the measurement issues, developing a procedure for conducting a conceptual analysis. Using research that studied consumer reaction to products from cars to chocolate this study offers a thorough analysis of the meanings underlying product evaluation and consumer involvement. This book should be of interest to all those studying marketing and consumer psychology at an advanced level.