Andrew Montandon

Product endorsements and product involvement

High involvement purchasing decisions are those which are more complex, and typically involve higher priced products or those which are more prone to failure. Using variation in product involvement in an experimental food marketing setting, we show that for a range of products with different characteristics - nutritional information (such as health endorsements) are more readily seen as a useful heuristic by consumers in high involvement scenarios, compared to lower involvement scenarios. [Andrew Montandon, Andrzej Ogonowski & Elsamari Botha. Journal of Food Products Marketing, 2015] [Link]

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