TY  - JOUR
AB  - 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.
VL  - 4
IS  - 3
SN  - 0736-3761
DO  - 10.1108/eb008201
UR  - https://doi.org/10.1108/eb008201
AU  - Whan Park C.
AU  - Assael Henry
AU  - Chaiy Seoil
PY  - 1987
Y1  - 1987/01/01
TI  - MEDIATING EFFECTS OF TRIAL AND LEARNING ON INVOLVEMENT‐ASSOCIATED CHARACTERISTICS
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 25
EP  - 34
Y2  - 2024/04/25
ER  -