TY  - JOUR
AB  - In order to understand why consumers choose certain products over others, marketers study consumer behavior. This concept of involvement is significant in understanding and explaining consumer behavior (Bloch 1981; Bloch, 1982; Zaichkowsky, 1985; Celsi and Olson, 1988; Engel, et al., 1990; Assael, 1995). The term became popular in marketing circles through Krugman's research in television advertising and low‐involvement learning in 1965 (Krugman, 1965).
VL  - 13
IS  - 1
SN  - 1059-5422
DO  - 10.1108/eb046452
UR  - https://doi.org/10.1108/eb046452
AU  - Hsu Tsuen‐Ho
AU  - Lee Monle
PY  - 2003
Y1  - 2003/01/01
TI  - THE REFINEMENT OF MEASURING CONSUMER INVOLVEMENT — AN EMPIRICAL STUDY
T2  - Competitiveness Review: An International Business Journal
PB  - MCB UP Ltd
SP  - 56
EP  - 65
Y2  - 2024/09/20
ER  -