MEDIATING EFFECTS OF TRIAL AND LEARNING ON INVOLVEMENT‐ASSOCIATED CHARACTERISTICS

C. Whan Park (Distinguished Professor of Marketing in the Joseph M. Katz Graduate School of Business of the University of Pittsburgh)
Henry Assael (Professor of Marketing at the New York University)
Seoil Chaiy (Associate Professor in Business Administration, Korea University)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 March 1987

Abstract

A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria than does low level of product involvement. Inferring the level of product involvement from these behavioral or evaluative characteristics is, however, potentially misleading. Two factors are identified as mediating the relationship between the high level of involvement and these characteristics: (1) product trial, and (2) the consumer learning stage. The results of the present study support this view. Even for high involving products, considerable variations exist in these characteristics, depending on product trialability and consumer learning stage. Several strategic marketing implications stemming from these results are offered.

Citation

Whan Park, C., Assael, H. and Chaiy, S. (1987), "MEDIATING EFFECTS OF TRIAL AND LEARNING ON INVOLVEMENT‐ASSOCIATED CHARACTERISTICS", Journal of Consumer Marketing, Vol. 4 No. 3, pp. 25-34. https://doi.org/10.1108/eb008201

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MCB UP Ltd

Copyright © 1987, MCB UP Limited

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