Exploring the origins of enduring product involvement

Purpose – The aim of this research was to explore possible origins of enduring involvement (EI) with products and stimulate relevant research. In addition, this study also examined the conditions that affect involvement development and change. Design/methodology/approach – Autobiographic narratives were gathered from consumers identified as being highly involved with cars, photography, fashion, or jazz. The data were analyzed at the surface structure, the narrative level, and the deep level, to arrive at chronic structures of the episodes discussed in the narratives. Findings – EI is a dynamic construct that emerges due to socialization and influences endemic to the product class. Numerous contextual and intervening conditions, such as product tractability, switching costs, disposable variables, and role demands appear to affect the overall development and growth of EI. Research limitations/implications – In both the design of a product, as well as the facilitation of product‐centered social interaction, marketers can significantly influence the development of a consumer's enduring product involvement. Such a development has long‐term implications for consumer spending and behavior in relation to a product category or specific brand. Originality/value – The research is among the first works in consumer behavior to map specific elements associated with the development of EI. Further it also helps understand why consumers, rather than become bored, turn increasingly connected and involved with a product category over a period of time. Future research, both qualitative and quantitative, might build upon the results.