Factors influencing product involvement among young consumers

Abstract

Purpose

In light of the core role of product involvement as a variable in consumer behavior, the current study seeks to examine which variables influence product involvement among young people. This paper aims to explore five variables: age, subjective product knowledge, influence of parents, influence of peers, and product category.

Design/methodology/approach

The research was founded on a quantitative field study, whose sample was comprised of 252 young people, ages 4‐15.

Findings

The findings among the entire sample imply that young people's product involvement is explained by all of the variables that were examined. Interesting findings came to light for each one of the age groups: Young children's product‐involvement level was influenced by parents and peers. The product‐involvement level for children was influenced by peers and product category. Adolescents' product‐involvement relies on subjective product knowledge and product category.

Originality/value

These findings expand the existing knowledge about young consumers' behavior patterns and show that the existing models provide a partial picture. In addition, the product‐involvement variable must be seen as a basis for market segmentation of the younger populations. The recommendation is to carefully create segments that examine the different product‐involvement levels among each age group.

Citation

Te'eni‐Harari, T. and Hornik, J. (2010), "Factors influencing product involvement among young consumers", Journal of Consumer Marketing, Vol. 27 No. 6, pp. 499-506. https://doi.org/10.1108/07363761011078235