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                                       Details for article 2 of 8 found articles
  Consumer Involvement
Title: Consumer Involvement
Author: Sansgiry, Sujit S.
Cady, Paul S.
Sansgiry, Shubhada
Appeared in: Health marketing quarterly
Paging: Volume 19 (2001) nr. 1 pages 61-78
Year: 2001-09-01
Contents: The objective of this study was to evaluate the effects of consumer involvement on information processing from over-the-counter (OTC) medication labels. A sample of 256 students evaluated simulated OTC product labels for two product categories (headache and cold) in random order. Each participant evaluated labels after reading a scenario to simulate high and low involvement respectively. A questionnaire was used to collect data on variables such as label comprehension, attitude-towards-product label, product evaluation, and purchase intention. The results indicate that when consumers are involved in their purchase of OTC medications they are significantly more likely to understand information from the label and evaluate it accordingly. However, involvement does not affect attitude-towards-product label nor does it enhance purchase intention.
Publisher: Routledge
Source file: Elektronische Wetenschappelijke Tijdschriften

                             Details for article 2 of 8 found articles
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