Factors influencing product involvement among young consumers

Type de publication : Article Scientifique

Date de la publication : Septembre 2010

Auteur(s) : M. HORNIK Jacob

Editeur : Journal of Consumer Marketing

Détails (Pages/Numéro) : Volume 27 · Number 6

Abstract : In light of the core role of product involvement as a variable in consumer behavior, the current study seeks to examine which variables influence product involvement among young people. This paper aims to explore five variables: age, subjective product knowledge, influence of parents, influence of peers, and product category.

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