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Involvement and consumer selectivity within and outside the consideration set

Involvement and consumer selectivity within and outside the consideration set. Kleopatra Konstandoulaki, Ph.D. Candidate, Athens University of Economics & Business Flora Kokkinaki, Assistant Professor, Athens University of Economics & Business. Theoretical Background. Awareness set:

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Involvement and consumer selectivity within and outside the consideration set

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  1. Involvement and consumer selectivity within and outside the consideration set Kleopatra Konstandoulaki, Ph.D. Candidate, Athens University of Economics & Business Flora Kokkinaki, Assistant Professor, Athens University of Economics & Business

  2. Theoretical Background Awareness set: “… includes those brands that the consumer is aware of in a specific purchase situation” (Shocker, Ben-Akiva, Boccara, & Nedungadi, 1991). The Consideration Set: “… includes those brands that the consumer considers seriously when making a purchase and / or consumption decision” (Hauser and Wernerfelt, 1990).

  3. Theoretical Background The relation between the awareness set size and the consideration set size • The size of the consideration set is influenced by the size of the awareness set (Howard & Sheth,1969). • The proportional size of the consideration set relatively to the size of the awareness set : • varies across product categories (Narayana & Markin, 1975). • is 39 % on average across product categories (Crowley & Williams, 1991).

  4. Theoretical Background Types of consumer selectivity: • Selectivity outside the consideration set (SoCS): number of brands the consumer considers for purchase (consideration set size) relative to the number of brands that he/she is aware of (awareness set size). • Selectivity within the consideration set (SwCS): ease with which the consumer substitutes any given brand for another brand within the consideration set.

  5. Theoretical Background Involvement: • Product involvement is conceptualized as the (relatively stable) perceived importance and personal interest in a product category (e.g. Ζaichkowsky, 1985). • Purchase involvement is a temporal state, which refers to the consumer’s perceived importance and personal interest in a specific purchase situation (e.g. Ζaichkowsky, 1985). • While the two involvement types have different antecedents and are conceptually distinct, they have similar behavioural consequences. • Highly involved consumers, engage in extended information search and processing and have better knowledge of the product category than less involved ones (e.g. Zaichkowsky, 1985).

  6. Theoretical Background Product Involvement and the product category: • Product involvement depends on personal factors and also on the product nature of a specific category (Lastovicka & Gardner, 1979). • Product categories have been classified as more or less involving (Richins & Bloch, 1986; Rossiter, Percy & Donovan, 1991). • High involvement product categories include for instance sports cars, expensive fashion clothing and durable goods. • Low involvement product categories include for instance low-cost fast-moving goods.

  7. Research Objectives To Explore… the relationship of product and purchase involvement with SoCS and SwCS in high and low involvement product categories.

  8. Research Hypotheses Involvement and selectivity outside the consideration set H1a: Product involvement is positively associated with consumer SoCS. H1b: Purchase involvement is positively associated with consumer SoCS. Involvement and selectivity within the consideration set H2a: Product involvement is positively associated with consumer SwCS. H2b: Purchase involvement is positively associated with consumer SwCS.

  9. Research Methodology Product Selection • Preliminary study I: 58 products were tested for their levels of involvement. • Preliminary study II: 8 product categories were tested for their frequency of usage. • The products used in the study: • Bottled water • Shampoo • Jeans

  10. Research Methodology Participants • 124 university students at the Athens University of Economics and Business. Procedure • Questionnaire based (self-administered). • Participants, first, answered questions concerning their level of involvement with each category. • Then, a list with the universal set of brands for each product category was given. • Finally, they formed a (recognition) awareness set and a consideration set (“all the brands they seriously consider for purchase”) for each product.

  11. Research Methodology Measures: • Product Involvement and purchase involvement: Revised Personal Involvement Inventory (Zaichkowsky, 1994) (product inv.: alpha= .94-.95; purchase inv. : alpha=.94-.95 ). • Awareness set size: number of brands included in the set. • Consideration set size: number of brands included in the set. • SoCS: AS-CS= (awareness set size) –(consideration set size). • SwCS: a scale measuring the ease for substitution for each brand in the consideration set.

  12. Product involvement Purchase involvement Consideration set size Awareness set size SoCS SwCS Jeans 5.90(1.08) 5.85(1.10) 4.81 (1.70) 28.44 (9.01) 23.62 (8.68) 4.10 (1.41) Shampoo 5.14 (1.15) 4.92 (1.31) 3.95 (1.34) 16.73 (4.28) 12.78 (4.15) 4.31 (1.52) Bottled Water 3.30(1.44) 3.45(1.50) 4.25 (1.28) 9.24 (2.30) 5.00 (2.50) 5.92 (1.38) Results and Discussion (I) Means (and std deviations) of the main variables • The product category with the highest involvement was jeans, whereas the one with the lowest was bottled water.

  13. Results and Discussion (II) Correlations • Product involvement was strongly correlated with purchase involvement in all product categories. • Awareness set size was positively correlated with consideration set size for all products, except for bottled water. • Product involvement and purchase involvement were positively correlated with the difference between the awareness set size and the consideration set size (SoCS). (r= 0.48 to 0.18, p < .05), (H1a and H1b). • Product involvement and purchase involvement were negatively correlated with SwCS in all product categories, (r= -0.18 to -0.37, p < .05), (H2a, H2b).

  14. Results and Discussion (III) Correlations • As the consumer becomes more involved with a product category/ purchase situation, he/she becomes more selective, i.e. he/she also rejects more brands due to the increased selectivity. • As the consumer becomes more involved with a category or a purchase situation he/she is becoming more selective, i.e. more dissatisfied with the substitution of his/her most preferred brands.

  15. Low PRI High PRI t df Low PRI High PRI t df Low PRI High PRI t df Jeans Shampoo Bottled water SwCS 3.88 4.34 -1.81 119 3.95 4.69 -2.73* 119 5.67 6.26 -2.49* 121 SoCS 20.63 26.13 2.12* 121 10.90 14.55 5.42** 122 4.47 5.31 1.66* 122 Results and Discussion (IV) Means and t-test scores of Swcs and SoCS for the high / low product involvement groups * p < .05; ** p < .01. Note. PRI=product involvement, SwCS=substitutability within the consideration set, SoCS=substitutability outside the consideration set. • Participants were assigned to high or low product/ purchase involvement groups, on the basis of median splits of the variables. • The comparisons of these means generally supported the hypothesized relations between product/ purchase involvement and consumer selectivity.

  16. Conclusions • The results indicate that (a) product involvement and (b) purchase involvement are related to selectivity (H1a, H1b, H2a, H2b). • Involved consumers, are more selective and consider for purchase fewer brands from their awareness sets. • Involved consumers are less willing to substitute their most preferred brand(s) with other considered brands. • The positive association of selectivity with consumer involvement implies the use of different marketing methods in the low and high involvement consumer groups.

  17. Limitations • Correlational nature of the data. • Small number of product categories. • Student sample.

  18. Future Research • Examine these relations in an experimental setting. • Include more product categories. • Explore the relations in memory-based and mixed-based decision-making contexts. • Use of more representative samples.

  19. Thank you.

  20. References Crowley, Ayn E., & Williams, J.H. (1991). An information theoretic approach to understanding the consideration set/ awareness set proportion. Advances in Consumer Research, 18, 780-787. Hauser, J. R. and B. Wernerfelt, (1990). An evaluation cost model of consideration sets. Journal of Consumer Research, 16 (4), 393-408. Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. New York: John Wiley. Lastovicka, J. L., Gardner, D. M. (1978). Low involvement versus high involvement cognitive structures. Advances in Consumer Research, 5 (1), 87-92. Narayana, Chem L. & Rom J. Markin.(1975). Consumer Behaviour and Product Performance: An Alternative Conceptualization, Journal of Marketing, 39, 1-6. Richins, M. L., & Bloch, P. H. (1986). After the new wears off: The temporal context of product involvement. Journal of Consumer Research, 13 (2), 280-285..

  21. References Rossiter, J. R., Percy, L.; Donovan, R. J.(1991). A better advertising planning grid. Journal of Advertising Research,31 (5), 11-21. Rothchild, M. L. and M. J. Houston, (1977). The consumer involvement matrix: Some preliminary findings. In B. Greenberg and David Bellenger (Eds.), Contemporary Marketing Thought, (pp. 95-98), Chicago: American Marketing Association. Shocker, A. D., Ben-Akiva, M., Boccara, B., & Nedungadi, P. (1991). Consideration set influences on consumer decision- making and choice: models, and suggestions. Marketing Letters, 2(3), 181-197. Zaichkowsky, J. L., (1985). Measuring the involvement construct. Journal of Consumer Research, 12 (3), 341-352.  Zaichkowsky, J. L., (1994). The personal involvement inventory: reduction, revision, and application to advertising. Journal of Advertising, 23 (4), 59-70.

  22. Product involvement Purchase involvement Awareness set size Consideration set size SwCS Purchase involvement .74** Awareness set size .11 .20* Consideration set size -.15 -.19* .14 SwCS -.32** -.43** -.20* .15 SoCS .18* .29** .86** -.39** -.27** Correlation Matrix for Bottled Water * p < .05; ** p < .01.

  23. Product involvement Purchase involvement Awareness set size Consideration set size SwCS Purchase involvement .80** Awareness set size .39** .48** Consideration set size .01 .07 .25** SwCS -.37** -.42** -.25** .07 SoCS .40** .48** .95** -.07 -.28** Correlation Matrix for Shampoo * p < .05; ** p < .01.

  24. Product involvement Purchase involvement Awareness set size Consideration set size SwCS Purchase involvement .82** Awareness set size .33** .39** Consideration set size .14 .28** .29** SwCS -.23** -.18* -.07 .23** SoCS .31** .35** .98** .10 -.12 Correlation Matrix for Jeans * p < .05; ** p < .01.

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