The Involvement Model in Advertising Consumer Products Abroad
Abstract
The recent upsurge of interest in marketing has resulted in a number of articles concerned with the explanation of consumer behaviour in the purchase decision‐making process. Whereas the main focus of these has been the improvement of methods of assessing buying procedures, very few have discussed the factors influencing consumer involvement in the purchase decision‐making process such as product, country, consumer, market, advertisement and advertising medium. These issues are discussed, systematised and analysed, and a model for advertising implications proposed.
Keywords
Citation
Papavassiliou, N.K. (1989), "The Involvement Model in Advertising Consumer Products Abroad", European Journal of Marketing, Vol. 23 No. 1, pp. 17-30. https://doi.org/10.1108/EUM0000000000538
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited