The importance of consumer involvement and implications for new product development
Date
2010
Authors
Lesschaeve, I.
Bruwer, J.
Editors
Jaeger, S.
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Book chapter
Citation
Consumer-Driven Innovation in Food and Personal Care Products, 2010 / Jaeger, S. (ed./s), Ch.14, pp.386-423
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Abstract
Understanding needs, desires or preferences has led to an extensive body of literature in two traditionally independent disciplines: business and science. There IS an increasing interest by both marketing researchers and consumer scientists to better assess the moderating role of consumer involvement on, product choice and purchase and to understand its influence on consumer attitudes. This chapter defines the concept of involvement based on the theoretical background, describes the methodologies to measure it, and illustrates its influence on consumer purchase and consumption behaviour in both food and non-food contexts. The implications for new product development and innovation are also discussed.
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Copyright 2010 Woodhead Publishing Ltd