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Edited by Victoria Wells and Gordon Foxall
Chapter 14: Consumer Involvement: Review, Update and Links to Decision Neuroscience
Judith Lynne Zaichkowsky 14.1 CONSUMER INVOLVEMENT: THE BIRTH IN CONSUMER BEHAVIOUR The date was October 1980, the place was Arlington, Virginia, the venue was the eleventh annual conference of the Association for Consumer Research. It was 8 a.m. and the first session of the conference was entitled: “Emerging Issues in Low Involvement Theory”, a special session involving the who’s who of consumer behaviour researchers of the era. The chairs for the session were Rich Lutz of the University of California, Los Angeles and John Cacioppo of the University of Iowa. The goal of the session was to clarify the conceptual properties of the low involvement construct and to provide direction for future research. Four papers were presented to address the implications of involvement for understanding consumer behaviour: (1) (2) “What is Low Involvement Low in?” by Clark Leavitt, Anthony Greenwald and Carl Obermiller, Ohio State University “Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context” by Richard Petty, University of Missouri and John Cacioppo, University of Iowa. “The Dimensions of Advertising Involvement” by Andrew Mitchell, Carnegie Mellon University “Reconceptualising Involvement” by Richard Lutz, University of California, Los Angeles.1 (3) (4) The discussant was Hal Kassarjian of U.C.L.A. who, a year later, became the co-editor of the Journal of Consumer Research. The room was packed and there was nary a place to stand. The papers inspired great debate and interest from the audience about the theoretical issues and implications for consumer behaviour thought. As the...
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