Service Organization Selection: A Cross‐cultural Analysis of the Role of Involvement

Focuses on the selection by students of their preferred universities as an example of a high involvement consumer decision process in a service organization setting. Provides a cross‐cultural comparison between undergraduates in two medium‐sized Canadian and Scottish universities, describing the affective and cognitive involvement of the two groups of students and the information searches they have conducted. Findings suggest that differences do exist between Scottish and Canadian respondents.