Purchase Availability: Trick Or Treat?
We questioned the use of the purchase availability operation, as a substitute for involvement when predicting purchase intentions. We posited that the involvement antecedents - personal profile, purchase situation and target product - would better explain involvement. Our findings indicated significant effects of the purchase availability operation as well as the three antecedents' effects on involvement levels. However, we found that the purchase availability operation had an additional effect on purchase intentions. Therefore, we should be careful about using it as an accurate measure of involvement. A more accurate measure is based on a hybrid procedure of the involvement antecedents.
Yael Steinhart and David Mazursky (2005) ,"Purchase Availability: Trick Or Treat?", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 550-552.
Yael Steinhart, Tel-Aviv University
David Mazursky, The Hebrew University of Jerusalem
E - European Advances in Consumer Research Volume 7 | 2005
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