Investigating the relationship between product involvement and consumer decision‐making styles

Abstract

Recently, a number of studies have investigated consumer decision‐making styles (CDMS) and their importance to consumer behaviour research. However, research designs suggested to date are mainly replications of a study by Sproles and Kendall (1986) proposing eight mental characteristics, the so‐called Consumer Styles Inventory (CSI). The CSI has been applied across cultures, but without critically examining its validity and reliability. A major concern is the postulated product independence of CSI. The aim of this study is to further develop this approach, to apply it to different product categories and to investigate the relationship between product involvement and CDMS. In doing so, we conducted a survey in Great Britain and Germany, and analysed the data using exploratory and confirmatory factor analysis. Not only did we demonstrate that there is a relationship between products and CDMS, but also that CDMS are governed by consumers' perceived product involvement. Important implications for marketing practice can be derived. Copyright © 2006 John Wiley & Sons, Ltd.

Female Self-Gifts Buying Behaviour: Impulse Purchase and Product Involvement

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A Study on Consumer Decision Making Styles on Packed Ready to Heat and Eat Food Products in Bangalore City

“…Manu studies were mostly tested product neutral setting and still there is lack of research on consumer decision making styles with respect to food product environment. Many researchers recognized that a consumer may have different styles for each food product category (Bauer 2006). All this supports there is need for research on food related consumer decision making styles.…”

Examining the dissemination of innovations in the sporting goods industry.

“…Product involvement studies measuring different products have found varying levels of involvement based on the types of consumer goods analyzed (e.g., instant coffee versus cameras) (Bauer, Sauer, & Becker, 2006;McQuarrie & Munson, 1992;Zaichkowsky, 1985). A connection between product involvement and purchase intentions was hypothesized in the present study.…”

“…Attitudinal items derived from a twelve-item scale developed by Bauer et al (2006). Their study examined an individual's attitudinal product involvement with consumer products hypothesized to have high involvement (stereo system, jeans, watch) and low involvement (toothpaste, chocolate bar, yogurt).…”

“…Bauer et al (2006) An individual may express product involvement without actually purchasing a product. Product involvement may serve as a precursor to purchase intentions, yet the existence of product involvement does not automatically lead to purchasing a product.…”