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Consumer Involvement and its Outcomes: Revealing asymmetrical relationships.

Kyring, Oskar LU and Blomberg, Anna (2012) BUSN29 20121
Department of Business Administration
Abstract
Thesis purpose: The purpose of this study is to further develop and nuance the area of consumer involvement by using existing measurement tools and testing them in connection to consumer responses in form of outcomes of involvement. We also aim to investigate what dimensions of involvement that can be traced to different responses, clarifying what marketers should focus on if wanting to increase involvement and gain specific responses.

Methodology: This study was performed through a quantitative study where questionnaires were used in both the pre-study and the main study. The hypotheses were tested through linear regression analysis.

Theoretical perspective: The main theories can be classified according to involvement; where... (More)
Thesis purpose: The purpose of this study is to further develop and nuance the area of consumer involvement by using existing measurement tools and testing them in connection to consumer responses in form of outcomes of involvement. We also aim to investigate what dimensions of involvement that can be traced to different responses, clarifying what marketers should focus on if wanting to increase involvement and gain specific responses.

Methodology: This study was performed through a quantitative study where questionnaires were used in both the pre-study and the main study. The hypotheses were tested through linear regression analysis.

Theoretical perspective: The main theories can be classified according to involvement; where Laurent and Kapferer’s five dimensional involvement measurement was highlighted and used in tests, and consumer response outcomes; which is divided between information search, knowledge, willingness to pay, word of mouth and brand loyalty.

Empirical data: The data was gathered through online questionnaires, resulting in 84 respondents in the pre-study and 286 respondents in the main study.

Conclusion: The study concludes that involvement does have a significant relationship on the tested outcomes, meaning that involvement leads to consumer responses and that to some extent, it is possible to influence the degree of consumer response. Furthermore, regarding the five involvement dimensions it can be concluded that not all dimensions of involvement will have affect on consumer responses, and the relationship between the dimensions of involvement and the outcomes is assymetrical. For information search, risk importance is vital to meet, for willingness to pay only the dimension of sign was proven significant and for loyalty, word of mouth and knowledge, interest is the most important dimension; proving that increasing involvement leads to the consumer responses. Since several of these outcomes are directly connected to brands, we can also conclude that involvement affects the brand and brand equity. These findings lead to several managerial implications, theoretical contributions and further research propositions. (Less)
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author
Kyring, Oskar LU and Blomberg, Anna
supervisor
organization
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Involvement, Consumer response outcomes, Brands, Brand Strategy, Consumer Behavior.
language
English
id
2970124
date added to LUP
2012-08-10 09:34:06
date last changed
2012-08-10 09:34:06
@misc{2970124,
  abstract     = {Thesis purpose:	The purpose of this study is to further develop and nuance the area of consumer involvement by using existing measurement tools and testing them in connection to consumer responses in form of outcomes of involvement. We also aim to investigate what dimensions of involvement that can be traced to different responses, clarifying what marketers should focus on if wanting to increase involvement and gain specific responses.
				
Methodology: This study was performed through a quantitative study where questionnaires were used in both the pre-study and the main study. The hypotheses were tested through linear regression analysis. 

Theoretical perspective: The main theories can be classified according to involvement; where Laurent and Kapferer’s five dimensional involvement measurement was highlighted and used in tests, and consumer response outcomes; which is divided between information search, knowledge, willingness to pay, word of mouth and brand loyalty. 

Empirical data:	The data was gathered through online questionnaires, resulting in 84 respondents in the pre-study and 286 respondents in the main study. 

Conclusion: The study concludes that involvement does have a significant relationship on the tested outcomes, meaning that involvement leads to consumer responses and that to some extent, it is possible to influence the degree of consumer response. Furthermore, regarding the five involvement dimensions it can be concluded that not all dimensions of involvement will have affect on consumer responses, and the relationship between the dimensions of involvement and the outcomes is assymetrical. For information search, risk importance is vital to meet, for willingness to pay only the dimension of sign was proven significant and for loyalty, word of mouth and knowledge, interest is the most important dimension; proving that increasing involvement leads to the consumer responses. Since several of these outcomes are directly connected to brands, we can also conclude that involvement affects the brand and brand equity. These findings lead to several managerial implications, theoretical contributions and further research propositions.},
  author       = {Kyring, Oskar and Blomberg, Anna},
  keyword      = {Involvement,Consumer response outcomes,Brands,Brand Strategy,Consumer Behavior.},
  language     = {eng},
  note         = {Student Paper},
  title        = {Consumer Involvement and its Outcomes: Revealing asymmetrical relationships.},
  year         = {2012},
}