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Choosing Among Alternative Brands: Revisiting the Way Involvement Drives Consumer Selectivity

Author

Listed:
  • Konstantoulaki Kleopatra

    (Westminster Business School, University of Westminster, 35 Marylebone Rd, LondonNW1 5LS, UK)

  • Kokkinaki Flora

    (Athens University of Economics and Business, 76, Patission Str., 10434, Athens, Greece)

  • Rizomyliotis Ioannis

    (University of West Attica, 250 Thivon & P. Ralli Str, Egaleo 12241, Athens, Greece)

Abstract

This study provides original theoretical and practical insights on the role of involvement in consumer decision making by demonstrating its negative effect on the relative size of the consideration set. Two experimental studies were conducted to test the relations between these constructs. The moderating effect of the nature of a product category and of the decision-making context was also examined. The results suggest that high involvement makes consumers more selective when evaluating the brands, they consider for purchase. This points towards different marketing practices in order to enhance brand attitudes or strengthen brand awareness accordingly.

Suggested Citation

  • Konstantoulaki Kleopatra & Kokkinaki Flora & Rizomyliotis Ioannis, 2021. "Choosing Among Alternative Brands: Revisiting the Way Involvement Drives Consumer Selectivity," Review of Marketing Science, De Gruyter, vol. 19(1), pages 75-100, September.
    • Handle: RePEc:bpj:revmkt:v:19:y:2021:i:1:p:75-100:n:7
    DOI: 10.1515/roms-2020-0054
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