An analysis of the involvement-commitment relationship across product categories

An involvement-commitment-loyalty model is proposed and tested with AMOS. The results for fast-moving-consumer-goods (fmcg) are consistent with the theory. Ego involvement influences purchase involvement, which influences brand commitment, which influences customer loyalty. The results for the more ego-involved service of hair stylists, however, showed a different result. Purchase loyalty did not mediate the relationship between ego involvement and brand commitment, but instead ego involvement had a direct relationship with brand commitment.

The impact of consumer ethnocentrism and country of origin sub-components for high involvement products on young Chinese consumers' product assessments

Purpose – The purpose of this paper is to examine the effect of country of origin (COO) sub-components (i.e. design, assembly and parts), as well as the extent to which consumer ethnocentrism tendencies interact with these COO sub-components for young Chinese consumers with regards to product quality assessments and purchase intentions.

Design/methodology/approach – A 2?×?2?×?2 factorial experimental design was used to examine the effects of the three sub-components of COO with two levels of sourcing location – Home (China) and Foreign (Germany), for two high involvement products (an automobile and a digital camera). Chinese students in China represented the sample of 272 respondents. MANOVA was used to examine the direct effects and interactions of the three COO components, as well as ethnocentrism, measured using the CETSCALE.

Findings – It was found that the three COO sub-components did not influence young Chinese consumers’ evaluation of product quality or purchase intentions. In addition, consumers’ level of ethnocentrism also did not have a direct effect on perceived product quality or purchase intentions. There was only one statistically significant interaction effect between ethnocentrism and country of parts for one of the two products. As such, COO dimensions and young Chinese consumers’ ethnocentrism appears to have limited influence on their assessments of product quality or purchase intentions. This may occur because young Chinese consumers perceive that hybrid products are the norm for high involvement products in China as these products are all these consumers have experienced.

Originality/value – The findings of this research dispute the commonly held belief and evidence that sub-components of COO have an impact on the perceptions of product quality and purchase intentions. Young Chinese consumers may be different to consumers from western countries because they have been extensively exposed to hybrid products. Given the size and growth potential of China, young Chinese are an important, under-researched segment within the Chinese market.

Extra relationship involvement among women: are they different from men?

Factors related to three types ofExtra Relationship Involvement (ERI) in women were explored: emotional ERI, sexual ERJ, and II combination ofsexual and emotional ERIs . A model, based on a decision-making model of male ERI and the additional variable of commitment, was evaluated. The research involved two studies with female participants (N = 112, N = 44) who had been involved in heterosexual relationships of at least 6-month duration. The major finding was that women engage in emotional and combined ERIs but rarely enter into solely sexual ERIs. It was demonstrated that social norms, planning, relationship satisfaction, and commitment were influential in predicting emotional and combined ERI intentions. Past ERI behavior was a strong predictor offuture emotional and combined ERI behavior, but planning also added to the prediction of combined ERI behavior. Women who had engaged in emotional ERIs and combined ERIs indicated romantic affect as the main reasonfor their ERI behavior. Overall, it was demonstrated that women's intentions to engage in ERI were related to cognitive processes and relationship variables, and that ERI behavior, although generally habitual, was also predicted by cognitive processes.

Measuring consumer involvement : a test of the automobile involvement scale

This study empirically investigated consumer involvement with a product class. Data was collected from 178 vehicle buyers. Reliability and factor analyses investigated the structure of the Bloch (1981) instrument and the dimensions underlying involvement. In terms of replication, the results suggest the reduced-item version of the instrument previously proposed by Shimp and Sharma (1983) is reliable and is a less excessive measurement instrument. Similar dimensions underlying involvement with the product class are reported here. The study extends previous work by obtaining similar results in a different cultural setting, producing findings from a more relevant sample, applying an additional method of data collection, and suggesting that the underlying dimensions may be temporally stable.

Bonding with cultural brands: exploring the 'binds that tie us'

In contexts such as those in the arts and culture industry, where the use of branded products may be difficult to access due to intermittent availability, or, where the branded product outcomes may be difficult to predict, it is argued that consumers form complex relationships with brands.
In order to explore these complex relationships, this research explores the components of the bond that consumers form with arts and cultural products and brands. This research highlights empirically five components of brand bonding with arts and cultural products, viz., brand trust/affinity, social/self connectedness, loyalty, emotional connectedness and brand involvement. These results found that intricacies emerge, such as consumer optimism about branded product failures, anticipation of usage, and a sense of responsibility for the success of the brand. More importantly, these findings suggest that in situations where service outcomes are uncertain, and where the service is available intermittently, loyal consumers are still willing to develop a relationship based on their connectedness or bond with the brand, despite the situational difficulties associated with accessing it.

Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R

This paper examines the relative influence of two key antecedents of brand loyalty—satisfaction and involvement and the moderating role of experience, using a sample of business buyers. The central argument of this paper is that the strength of the effect of these variables on attitudinal brand loyalty will vary with the level of customer experience with purchasing the service. Building on previous research which examined low-risk, customer product settings [Kim, J., Lim, J.S., & Bhargava, M. (1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing Science 26 (2): pp. 143–152; Shiv, B., & Fedorikhin, A. (1999). Heart and mind in conflict: The interplay of affect and cognition in consumer decision-making. Journal of Consumer Research 26: 278], this study shows that for a high-risk setting, involvement with the service category will be more dominant in its influence on brand loyalty than satisfaction with the preferred brand. Furthermore, it was found that experience moderated the influence of involvement and satisfaction on attitudinal brand loyalty for a high-risk business-to-business service. This study provides new insights into the theory and practice of buyer behavior and business-to-business brands.

A novel romance : conceptualising emotional attachment as a barrier to adoption

The Technology Acceptance Model (TAM) aims to understand consumers’ adoption of new technologies. Some 30 years after TAM was first proposed, it is still widely used today. This paper proposes an extended version of the TAM, with the primary addition to it being the construct of consumers’ emotional attachment to an existing product. The expanded TAM, Technology Acceptance Model with Emotional Attachment (TAME), is applied to the understudied area of e-book reader technology and its adoption by consumers who read for pleasure versus for academic purposes, as has been the focus of past research on e-book readers. The extended model considers consumers’ emotional attachment to paper books (pbooks) as a likely barrier to the take up of e-book reader technology.

Differential involvement of rat medial prefrontal cortex dopamine receptors in modulation of hypothalamic- pituitary-adrenal axis responses to different stressors

Recent investigations have implicated the medial prefrontal cortex (mPFC) in modulation of subcortical pathways that contribute to the generation of behavioural, autonomic and endocrine responses to stress. However, little is known of the mechanisms involved. One of the key neurotransmitters involved in mPFC function is dopamine, and we therefore aimed, in this investigation, to examine the role of mPFC dopamine in response to stress in Wistar rats. In this regard, we infused dopamine antagonists SCH23390 or sulpiride into the mPFC via retrodialysis. We then examined changes in numbers of cells expressing the c-fos immediate-early gene protein product, Fos, in subcortical neuronal populations associated with regulation of hypothalamic-pituitary-adrenal (HPA) axis stress responses in response to either of two stressors; systemic injection of interleukin-1β, or air puff. The D1 antagonist, SCH23390, and the D2 antagonist, sulpiride, both attenuated expression of Fos in the medial parvocellular hypothalamic paraventricular nucleus (mpPVN) corticotropin-releasing factor cells at the apex of the HPA axis, as well as in most extra-hypothalamic brain regions examined in response to interleukin-1β. By contrast, SCH23390 failed to affect Fos expression in response to air puff in any brain region examined, while sulpiride resulted in an attenuation of the air puff-induced response in only the mpPVN and the bed nucleus of the stria terminalis. These results indicate that the mPFC differentially processes the response to different stressors and that the two types of dopamine receptor may have different roles.

A labour of love: mothers, emotional capital and homework

This paper develops a new analysis of homework by building on feminist scholarship which documents the invisible labour done by women in support of their children's education. While numerous studies have examined the relationship between homework and achievement, little attention has been paid to the largely gendered and potentially stressful nature of ‘parental involvement’. The analytic focus in this paper is on the complex emotional and pedagogical dimensions of homework and the ways it is shaped by socio-cultural contexts. Videotaped homework interactions between one working-class and two middle-class mothers and their children are examined using Bourdieu's concepts of habitus and capital. The analysis distinguishes between productive pedagogical relationships and those that promote extensive anxiety and are counterproductive to learning. The paper argues that the reserves of cultural and emotional capital required for homework completion are significant and that class position does not necessarily guarantee the ways in which these capitals are mobilised.

The role of external influences in high involvement purchase behaviour

Purpose
The purpose of this paper is to discover the consumer decision-making style clusters within the context of automobile purchases in Australia. It also examines the differences between consumer decision-making styles in terms of the importance given to external influences, such as importance of dealers, importance of friends/family members, number of cars test driven, time spent researching final decision and importance of information sources (e.g. internet, magazines, TV ads, word of mouth, etc.), prior to making their final purchase decision.

Design/methodology/approach
Data were collected from 209 respondents using self-administered questionnaires. Cluster analysis and ANOVA were employed to identify and analyse the differences between consumer decision-making style clusters. Consumer Styles Inventory (CSI; Sproles and Kendall, 1986) was used to measure respondents’ consumer decision-making styles in relation to automobile purchases.

Findings
Three clusters were identified from the analysis, namely “innovative informed”, “rational confused”, and “traditional habitual”. Significant differences were found between the clusters in terms of the average time they spent with each car dealer, the time they spent on researching final decision and the importance of consulting with family members prior to making their final purchase decision.

Practical implications
The paper found that some consumers rely heavily on friends/families and dealers as the most important sources of information. Other sources of information consumers use include television advertisements, newspapers, billboards and magazines. Based on the findings, marketers should focus on providing similar types of information/messages by using these above-mentioned sources when communicating with this type of consumers. Dealers could be trained to spend time explaining product features and benefits in full with these consumers and their friends and family members whom they are likely to bring along before making the final purchase decision.

Originality/value
The findings of this study have extended the knowledge by determining the impact of external influences on consumer decision-making styles using the CSI in context of specific product which is yet to be known in relation to Australian automobile consumers.

Exploring the effects of perceived service provider sincerity on consumers' emotional state and satisfaction during service consumption

A holistic approach to satisfaction and its effects seems to be particularly important in high-affect, high-involvement, and extended duration services such as those offered by many travel and tourism providers. This means understanding the complexities of service provision and its processes. Consumers value service interaction that appears sincere. For this reason, organizations expect service providers to manage their service "performance" to reflect a genuine display of positive emotions towards the customer, which has a direct impact on customer satisfaction and possibly overall life satisfaction. This study explores consumers' perception of sincerity and tests its effects on positive emotions and satisfaction in an extended duration service. The findings indicate that perceived service sincerity positively influences consumers' emotions during a service and has important direct and indirect effects on life satisfaction, service satisfaction, and intention to repurchase. Implications for managers and opportunities for further research are discussed.