An analysis of the construct “involvement” in consumer behaviour

The aim of this paper is to analyse the construct involvement. Specifically, the present work extends the sphere of study of the construct involvement at brand level, applying it to Denominations of Origin (D.O.s). Hence, after an overview of the concept, it suggests a cognitive approach to the measurement of involvement. It proposes as indicators the number of values associated with this designation, the centrality of these values and the intensity of the association. In this delimitation of the concept, a model is presented that is set within the framework of an analysis of the decision-making process adopted by consumers when purchasing wine. This postulates that temporary involvement with a D.O. has explanatory power, as does the direct effect of the regular outcomes of a permanent involvement with such a designation on the process in question. In addition, a correlation is proposed between the state of temporary involvement with a D.O. and the continuing consequences of a permanent involvement with this designation. Copyright Springer Science+Business Media B.V. 2013