Consumer Involvement Related to Apparel Purchase Behavior

Anne L. Vreeman, University of Illinois
Michelle A. Morganosky, University of Illinois
ABSTRACT - The concept of involvement as it relates to apparel produces is discussed and developed. A telephone survey was done utilizing systematic random sampling procedures for all names listed in a north central city telephone directory. Results indicate that apparel involvement attitudes and behaviors, such as time spent searching for information about apparel from media sources, time spent looking at apparel in stores, importance of merchandise assortments, brand awareness, brand importance, store displays prompting purchases, and shopping for pleasure or leisure, in part depend upon the extent to which the consumer views apparel as close to his/her "self." These findings give added support to the concept of involvement, and indicate that consumers do evaluate products based on centrally held values, as proposed by many involvement researchers.
[ to cite ]:
Anne L. Vreeman and Michelle A. Morganosky (1986) ,"Consumer Involvement Related to Apparel Purchase Behavior", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 672.

Advances in Consumer Research Volume 13, 1986      Page 672

CONSUMER INVOLVEMENT RELATED TO APPAREL PURCHASE BEHAVIOR

Anne L. Vreeman, University of Illinois

Michelle A. Morganosky, University of Illinois

ABSTRACT -

The concept of involvement as it relates to apparel produces is discussed and developed. A telephone survey was done utilizing systematic random sampling procedures for all names listed in a north central city telephone directory. Results indicate that apparel involvement attitudes and behaviors, such as time spent searching for information about apparel from media sources, time spent looking at apparel in stores, importance of merchandise assortments, brand awareness, brand importance, store displays prompting purchases, and shopping for pleasure or leisure, in part depend upon the extent to which the consumer views apparel as close to his/her "self." These findings give added support to the concept of involvement, and indicate that consumers do evaluate products based on centrally held values, as proposed by many involvement researchers.

For further information, write to:

Dr. Michelle A. Morganosky / University of Illinois / 905 South Goodwin Avenue / Urbana, Illinois 61801

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