In the following section, the involvement construct will be discussed. We will begin with a brief introduction, and then present a definition, as well as different dimensions and objects of involvement. Various effects that are associated with involvement will follow. This will also allow us to explicitly return to the goal of our research, the identification of ways in which companies can stimulate word of mouth. A discussion of the challenges associated with stimulating involvement concludes this chapter.
KeywordsProduct Category Opinion Leadership Situational Involvement High Involvement Product Involvement
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