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Erschienen in:
2015 | OriginalPaper | Buchkapitel
An Analysis of Discriminating Criteria as a Consequence of Consumer Involvement With a Financial Service Decision
verfasst von : Joseph J. Belonax Jr., Lowell E. Crow
Erschienen in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
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Although considerable progress has been made by consumer researchers in understanding the role of involvement in decision making, their scope of interest has been confined largely to the study of product and message involvement. In an effort to broaden the scope of interest, this paper focuses on service involvement. An empirical study is presented that identifies which criteria are the most discriminating as a consequence of varying levels of consumer involvement with a financial service decision.