An analysis of the construct “involvement” in consumer behaviour

Qual Quant (2013) 47:1105–1123DOI 10.1007/s11135-011-9588-9

An analysis of the construct “involvement” in consumerbehaviour

M. Carmen Rodríguez-Santos ·Ana M. González-Fernández ·Miguel Cervantes-Blanco

Published online: 25 August 2011© Springer Science+Business Media B.V. 2011

Abstract The aim of this paper is to analyse the construct involvement. Specifically, thepresent work extends the sphere of study of the construct involvement at brand level, applyingit to Denominations of Origin (D.O.s). Hence, after an overview of the concept, it suggests acognitive approach to the measurement of involvement. It proposes as indicators the numberof values associated with this designation, the centrality of these values and the intensity ofthe association. In this delimitation of the concept, a model is presented that is set withinthe framework of an analysis of the decision-making process adopted by consumers whenpurchasing wine. This postulates that temporary involvement with a D.O. has explanatorypower, as does the direct effect of the regular outcomes of a permanent involvement with sucha designation on the process in question. In addition, a correlation is proposed between thestate of temporary involvement with a D.O. and the continuing consequences of a permanentinvolvement with this designation.

Keywords Involvement · Denomination of Origin · Cognitive approach ·Consumer behaviour

1 Introduction

Recently studies of the construct involvement have been proliferating, with numerous ref-erences to it both in academic contexts and in the world of business. An analysis of thisconcept constitutes the objective of this paper, arising from the declining capacity to explainconsumer behaviour of other variables employed in the past.

In this work, the concept of involvement is incorporated into the study of the decision-taking process performed by a consumer when buying a specific product such as a wine witha Denomination of Origin (D.O.). The intention is to go deeper into its effects and, throughthem, into the establishment of appropriate strategies.

M. C. Rodríguez-Santos (B) · A. M. González-Fernández · M. Cervantes-BlancoMarketing Department, University of León, Campus de Vegazana, s/n, 24071 León, Spaine-mail: [email protected]

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1106 M. C. Rodríguez-Santos et al.

Despite the importance attributed to this variable, the lack of homogeneity in definingand measuring it has constituted an obstacle to its analysis in the literature on the topic.For this reason, many authors have alluded to the origins or to the consequences of involve-ment, or to both, as if they were the construct itself. On other occasions, it has been equatedwith various concepts to which it is related (e.g. attitude, perceived importance, or brandloyalty).

This paper defends a view of involvement as a motivational construct, the concept beingdefined as a state of motivation or arousal of a consumer. It proposes that in the descriptionof this state its underlying cognitive base should be considered. Such a perspective wouldpermit access to the information necessary for decisions to be made at a later stage, aimedat improving the positioning of the product or brand (in this case the D.O.) in the minds ofindividuals.

Taking this approach, the study proposes that the temporary involvement of a consumerwith a D.O. should be measured on the basis of three indicators constituting the cognitive baseof the construct. These are: the number of values associated with this attribute, the centralityof these values and the intensity of the association.

In the application of this view of the concept to analysis of the variable involvement, in thepresent investigation it was applied at the level of the D.O. This was seen as a differentiatingfeature used by consumers in their decisions, alongside the particular brand, the taste andaroma characteristics of the product, or other attributes perceived in it such as quality, price,or region of origin.

The work considered D.O.s for the product category wine, in view of the importance ofthis protection system in the sector. In fact, at present 61 Denominations of Origin for wineare registered in Spain, when in 1986 there were just 29. The total surface area of vineyardsin Spain is just over 645,300 ha, there being 163,203 people engaged in producing wine and4,796 wineries.

In this delimitation of the concept of temporary involvement of consumers with D.O.s,the variable is included in a broader model which postulates that there is an effect from thisstate on the decision-making process adopted by an individual when purchasing a productsuch as wine.

Having these objectives, the paper is divided into the sections detailed hereafter. It firstdescribes the cognitive viewpoint defended in the analysis of involvement, specifying onthe basis of this conceptualization a general model. This includes both the measurement ofinvolvement postulated and the mediatory nature of this concept in a consumer’s decision-taking procedure.

The methods used are outlined. Thereafter, the results of empirical evaluation of themodel and the relevant hypothesis testing are presented. To end, an interpretation of theresults obtained is undertaken, indicating the fundamental conclusions of the study.

Many authors have alluded to the mediatory nature of involvement for different individualaspects of consumer behaviour. This study considers the decision-taking process adopted byan individual as a whole, starting from an overall analysis of the responses influenced by thestate of temporary involvement with a D.O.

In parallel, the model envisages that there is an effect from the consequences, whetherbehavioural or cognitive and affective, derived from a permanent involvement with D.O.sfor wine, over the procedure followed in deciding to make a specific purchase. Finally, acorrelation is postulated between the temporary state of involvement with a D.O. in a buyingsituation and the responses of a regular nature arising from a permanent involvement withthis designation on the part of a consumer.

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An analysis of the construct “involvement” in consumer behaviour 1107

The model includes other relationships. These cover the correlation of temporary involve-ment with a D.O. and other concepts (perceived risk, knowledge and experience). They alsocover the causality link between these factors and the process of deciding to purchase wineadopted by a consumer, although these relationships are not further developed in this paper1.

2 Conceptual framework and proposal for measuring involvement

2.1 Overview of the concept

The concept of involvement comes from the field of socio-psychology (Sherif and Cantril1947; Sherif and Hovland 1961; Sherif et al. 1965; Sherif and Sherif 1967). It goes backto The Psychology of Ego-Involvement, in which Sherif and Cantril (1947) postulated thatinvolvement exists when a social object is related by the individual to the domain of the ego.

The incorporation of the construct into the area of consumer psychology is due to work byKrugman (1965; 1966; 1966–1967; 1968). From this point onwards, many definitions wereput forward for involvement. An initial classification2 of these can be made in accordancewith whether they concentrate on the stimulus (Houston and Rothschild 1978 with their“situational involvement”), or on the individual (Bloch 1981b; Cohen 1983; Antil 1984).

Within the orientation towards the individual, it is possible in turn to differentiate threeconceptual perspectives: causal, consequential and natural. These refer to whether the con-struct is viewed in relation to causes (Apsler and Sears 1968; Bowen and Chaffee 1974), to theconsequences arising from the state of involvement (Zimbardo 1960; Krugman 1966–1967;Robertson 1976; Houston and Rothschild 1978, with their “involvement with the response”;Stone 1984; Leigh and Menon 1987; Lehto 2000; Hsu and Lee 2003), or to the nature of thevariable, respectively.

Within this last, natural, perspective it is possible to distinguish even further between thosedefinitions alluding to the motivational or activating nature of involvement (Mitchell 1979,1981; Cohen 1983; Rothschild 1984; Ratchford and Vaughn 1989; Hawkins et al. 1992),and those referring to the cognitive basis of this state (Sherif and Cantril 1947; Day 1970;Houston and Rothschild 1978, with their “permanent involvement”; Petty and Cacioppo1981b; Zaichkowsky 1985; Peter and Olson 1987; Patterson 1993; Broderick and Mueller1999; Lee 2002; Coulter et al. 2003).

The concept of involvement defended in this paper lies within the natural approach, andproposes that involvement be seen as the state of motivation or “excitation” of an individualderived from a perception of a stimulus as being of personal relevance. In this way, an ori-entation towards the individual is described that combines the two approaches distinguishedwithin the natural perspective, along the lines taken by authors such as Higie and Feick (1989)or Havitz and Dimanche (1990, 1999). Thus, in this definition involvement is conceived ofas a motivational state, although it is seen as necessary to take cognizance of the underlyingcognitive structures as the base for describing this state.

From this viewpoint, the cognitive basis for the state of temporary involvement with D.O.sis seen to be the personal relevance for an individual that such a designation has. Relevanceis here defined as the association between the characteristics or perceived attributes of theD.O. status (the structure of knowledge of the stimulus) and a higher-order mental structure

1 It should be mentioned in respect of this that all the relationships listed proved to be significant.2 Prior to this a distinction might be made taking account of the stimulus with respect to which involvementis being considered, although no reference to this is made here in an attempt to achieve a synthesis.

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of knowledge of the ego (the individual’s structure of values), following the lines suggestedby Peter and Olson (1987).

2.2 Permanent versus temporary involvement

In analysis of the variable involvement, taking into account a time dimension allows a distinc-tion to be made between permanent and temporary involvement, in accordance with the timehorizon over which the state extends. This time delimitation is of considerable importance, inview of its strong impact on strategic planning and the implementation of marketing policiesby firms.

Numerous authors have differentiated various types of involvement as a function of theirlinkage to a specific situation or their longer-term nature, using several different terms torefer to these states (Houston and Rothschild 1977; Bloch 1981b; Bloch and Richins 1983;Laurent and Kapferer 1985; Richins and Bloch 1986; Higie and Feick 1989; Richins et al.1992; Baker et al. 2002).

Permanent involvement, in this instance with D.O.s for wine, would be defined as a pre-disposition or attitude of motivation on the part of an individual towards such designationsin the light of the personal relevance they have (Houston and Rothschild 1977; Rothschild1979; Bloch 1981a; Higie and Feick 1989). Such a state would continue for a long period oftime, as the perceived relevance of the D.O. is grounded in the association that individualsmake between their perception of this sort of designation and their values, goals or needs.

In contrast, temporary involvement with D.O.s is of more limited duration, being linkedto a given situation. Hence, many authors refer to it as situational involvement3. On theselines, the term is to be understood as the state of “excitation” of an individual arising from theperceived personal relevance of the designation D.O., in a specific situation and in view ofcertain particular characteristics describing this situation (Bloch 1981a; Richins and Bloch1986; Richins et al. 1992).

Hence, among the causes of a temporary involvement with a D.O. there can be listed,in parallel to any state of permanent involvement with the designation, other triggers whichmay be termed situational:

– The development of associations between the D.O. and an individual’s value structures,due to certain information received about the designation which highlights particular char-acteristics of it previously not known to the consumer, or which describes associationsnot hitherto perceived. This perception can give rise to a state of permanent involvement.

– The artificial creation of certain associations between the D.O. and values, goals or needsof the individual, not truly derived from the nature of this designation, but rather primarilyfrom specific marketing moves carried out for such D.O.s (e.g., promotions, cause-basedmarketing actions and the like).

– The presence of particular needs or goals linked to a given situation, which are specificallyassociated with D.O.s by the individual in that situation.

2.3 A cognitive perspective on the analysis of involvement

This paper proposes a new orientation for measurement of the construct, with a concreteapplication to the study of temporary involvement with D.O.s. On these lines, the most suit-able approach to measuring the variable would be one starting from its natural basis. In viewof the conceptualization adopted, this implies analysis of the personal relevance of D.O.s

3 This research uses the term “temporary involvement”, which describes its short-term nature but avoids anyconfusion with involvement in a situation.

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perceived by an individual as the cognitive basis of the motivational state presupposed by theconstruct. When this approach is taken, it is necessary to consider the content and structureof knowledge activated in the minds of individuals in relation to the designation, in so far as,to the extent that certain attributes perceived in the D.O. are linked to given values of theseindividuals, they will see the designation as personally relevant, and experience a state ofmotivation towards it.

In the light of this, description of the temporary involvement of a consumer with D.O.swould be based on an amplitude–relevance–intensity combination describing the cognitivestructure developed in relation to this designation. It should be highlighted that the positiondefended in this research on the construct involvement is that it is a one-dimensional variable,since it is seen as motivational construct by its very nature. It is proposed that the indicatorsfor this latent variable should be the cognitive properties that reflect this state.

The properties suggested would be defined as follows:

– Amplitude the extent of the associations between the perception of D.O.s and an individ-ual’s value structure, represented by the number of values associated with this designation,on the lines suggested by Scott et al. (1979).

– Relevance the hierarchical position of the values associated with the D.O., referring tothe centrality of these values for the individual concerned. The base for this property isto be found in the pioneering work of Sherif and his co-authors (Sherif and Cantril 1947;Sherif and Hovland 1961; Sherif and Sherif 1967).

– Linkage the strength of the association, represented by the intensity of the connectionsbetween D.O. and value, adopted in the work by Sherell and Shimp (1982).

These properties are described in the definitions put forward for involvement by authorssuch as Ostrom and Brock (1968); Tyebjee (1979); Celsi and Olson (1988) or Laaksonen(1994). However, there are few empirical studies in respect of them.

3 Model of temporary involvement with a D.O. in the decision process

3.1 Measuring involvement

Measurement of involvement from a cognitive viewpoint has been suggested by variousauthors, as indicated above. However, empirical tests of this formulation have been few innumber and always limited to qualitative methodology. For this reason, the present researchattempted to demonstrate such an approach with a quantitative focus, adopting the mea-surement model presented in Fig. 1 and encapsulated by Hypothesis H1. This testing wasspecifically set within the context of study of temporary involvement of consumers withD.O.s for wine.

H1: The state of temporary involvement with D.O.s for wine is described by the number ofvalues associated with such a designation, the centrality of these values and the intensity ofthe relationship.

3.2 The mediatory nature of involvement with a D.O. in the process of purchasing wine

The accumulated literature shows that much effort has been put into analysing the vari-ables explaining consumer behaviour. In this context, the variable involvement represents a

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Continuousresponses

EXPERIENCE

KNOWLEDGE

error4

PERCEIVED RISK

No. Values

Centrality

Intensity

Temporaryresponses

0.60

TEMPORARYINVOLVEMENT

WITH D.O.

PROCESS OFBUYING WINE

CONSEQUENCES END. INV. WITH D.O.

Chi-squared = 8.461 p = 0.748

0.92

0.96

0.98

error1

error2

error3

0.92

0.85

0.95

0.41

0.67

0.10

Continuousresponses

EXPERIENCE

KNOWLEDGE

error4

PERCEIVED RISK

No. Values

Centrality

Intensity

Temporaryresponses

0.60


WITH D.O.



Chi-squared = 8.461 p = 0.748

0.92

0.96

0.98

error1

error2

error3

0.92

0.85

0.95

0.41

0.67

0.10

Fig. 1 Estimates in the model of temporary involvement with D.O.s for wine

multidisciplinary concept of crucial importance, as it simultaneously explains the differencesseen between individuals and in each individual (Houston and Rothschild 1977).

References to this variable in the field of consumer behaviour go back to the 1950s(Bayton 1958). Nevertheless, despite a few studies (Krugman 1965, 1966–1967; Engeland Light 1968), it was not until the 1970s that there was any proliferation of work inwhich involvement was included as a variable mediating in certain cognitive and behaviouralresponses of consumers (Day 1970; Ray 1973; Rothschild and Ray 1974; Robertson 1976;Rothschild and Houston 1977). From this perspective, a start was made on studying behaviourlinked to slight involvement as opposed to the strong involvement previously assumed.

On these lines there are a number of pieces of research including this variable in theexplanation of a given characteristic or behaviour found in consumers. Among these (seeTable 1) there are some noteworthy analyses of its effect on attitude (Sherif and Hovland1961; Chaiken 1980; Petty and Cacioppo 1979, 1981a); information processing (Krugman1965, 1966–1967; Rothschild 1979; Bloch 1986; Muelhing et al. 1993; Meyers-Levy andMalaviya 1999); assessments of products (Petty and Cacioppo 1984; Nijssen et al. 1995); cog-nitive responses to contradictory messages (Houston and Rothschild 1978; Bloch et al. 1986);the decision-taking procedure adopted when making a purchase (Robertson 1976; Houstonand Rothschild 1978; Engel and Blackwell 1982); brand loyalty (Jacoby 1971; Lastovickaand Gardner 1979; Assael 1981; Pritchard 1992), or leading opinion (Corey 1971; Perdue1993; Jamrozy et al. 1996).

The objective of the research being reported here was to study the decision-taking proce-dure adopted by consumers when buying wine in accordance with their state of temporaryinvolvement with D.O.s. It was to consider the various stages going to make up this process,and also differentiate between affective and cognitive processing and the visible behavioursof consumers in deciding.

For this purpose the decision-taking process was considered in a global fashion. It tookas the responses on which the state of involvement of a consumer with a D.O. might have aneffect: consideration of a D.O. within the set of notions evoked, irrevocability of decisions

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Table 1 Involvement as an explanatory variable

Effect Authors

Attitude changes in the presenceof persuasive communications

Sherif and Cantril (1947); Sherif and Hovland (1961);Chaiken (1980); Petty and Cacioppo (1979, 1981a)

Receptivity and information processing Krugman (1965, 1966–1967); Rothschild (1979);Burnkrant and Sawyer (1983); Srull (1983); Bloch(1986); Baker and Lutz (1988); Celsi and Olson(1988); Kardes (1988); Johnson and Eagly (1989);Hoyer and Brown (1990); Baker (1993); Muelhinget al. (1993); Hoffman and Novack (1996);Cho (1999); Meyers-Levy and Malaviya (1999)

Product assessments Petty et al. (1983); Petty and Cacioppo (1984);Nijssen et al. 1995

Cognitive responses tocontradictory messages about aproduct

Houston and Rothschild (1978); Bloch (1986)

Complexity, extent and relevanceof the process of deciding topurchase

Robertson (1976); Houston and Rothschild (1978);Chaiken (1980); Engel and Blackwell (1982)

Levels of recall Cannon (1982); MacInnis and Park (1991);Perry et al. 1997; De Pelsmacker et al. 2002

Brand differentiation Petty and Cacioppo (1981a); Fazio and Williams(1986); MacInnis and Aworski (1989), Baker (1993)

Response to marketing andcommunication

Hoyer and Brown (1990); Bei and Widdows (1999);Baker and Lutz (2000)

Weight assigned to brandin evaluating products

Agostini (1978)

Self-confidence indeciding betweenalternative brands

Day (1970)

“Commitment” or loyalty to a brand Jacoby (1971); Rothschild and Ray (1974); Robertson(1976); Lastovicka and Gardner (1979); Assael(1981); Engel and Blackwell (1982); Pritchard (1992)

Opinion leading Corey (1971); Bloch (1986); Perdue (1993);Jamrozy et al. 1996

once taken, an affective predisposition towards D.O.s, inclination and preference for D.O.s,the attitude when adopting a decision-making procedure, the intensity of this process, thesearch for information, active reception of information, assessment of different alternatives(notions evoked and attributes valued), a preference for one or more specific D.O.s, con-sumption of D.O.s, place of purchase, critical stance, and feelings after buying.

Figure 1 shows the model proposed in the form of a step diagram, with the relationshipsassumed for it being described below.

3.3 The correlation between a state of temporary involvement with D.O.s and the on-goingconsequences of permanent involvement with this designation

The present research did not directly investigate the natural basis of the level of permanentinvolvement with D.O.s, but rather the results that it has, in other words, the degree to whichit emerges in the shape of particular on-going or regular consequences arising from such

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a state. It should be pointed out that this does not constitute a measurement of permanentinvolvement, but of the level of responses to this state.

This section analyses the continuing consequences that arise from permanent involvementwith a D.O. It distinguishes between the following regular responses: affective predispositiontowards D.O.s, active inclination and preference for this sort of designation, consumption ofD.O.s, knowledge about these designations, active searching for information, active recep-tion of information, perception of differences between D.O.s and preference for one or more,tendency to try new D.O.s, linkage between certain behaviours, leading opinion, undertakingactivities connected with D.O.s, critical stance and feelings after making a purchase.

From this viewpoint, a correlation is postulated between the level of on-going responsesmanifested as a consequence of a lasting involvement with a designation and the tempo-rary involvement felt by a consumer with D.O.s for wine on one concrete occasion whenpurchasing.

The definitions proposed by various authors for different types of involvement in accor-dance with a time dimension for the variable make plain the existence of divergent views ofthe relation between such types. Thus, Houston and Rothschild 1977 differentiate betweensituational involvement and permanent involvement, stating that the latter has a moderatingeffect on the former, and also recognize a joint effect from both on involvement with theresponse. Kapferer and Laurent (1985); Beatty et al. (1988) and Beatty and Smith (1987)likewise envisage an interaction between situational involvement and lasting involvement.In contrast, Richins et al. (1992), when describing the way in which situational involvementand lasting involvement combine (as they see it, additive rather than interactive), claim thereis a simple effect from these states, not an interaction between the two. On these same lines,Peter and Olson (1987) and Celsi and Olson (1988) put forward an additive model, notreckoning there is any interaction between these two types of involvement.

This paper does postulate a correlation between a state of temporary involvement withD.O.s and the regular consequences described as the manifestation of a permanent involve-ment with such designations. This proposal is represented by Hypothesis H2:

H2: There is a positive correlation between the level of on-going consequences arising frompermanent involvement with D.O.s for wine and the state of temporary involvement withthem experienced on one specific occasion when purchasing.

3.4 The mediatory nature of involvement with a D.O. in the process of buying wine

As indicated above, this paper investigates in a global way the decision-making procedureadopted by a consumer when buying wine. It thus refers both to affective and cognitiveprocesses and to the behaviours shown in respect of such a designation.

Involvement, as a variable internal to an individual, exercises a moderating effect onthis process. The influence may affect attitude changes (Sherif and Cantril 1947; Petty andCacioppo 1981a), information processing (Krugman 1966–1967; Celsi and Olson 1988;Baker 1993; Hoffman and Novack 1996; McWilliams 1995; Cho 1999; Meyers-Levy andMalaviya 1999), the complexity, extent and relevance of the decision-making process(Robertson 1976; Engel and Blackwell 1982), or the weighting assigned to the brand duringit (Agostini 1978), as also “commitment” or loyalty to a brand (Jacoby 1971; Robertson1976; Engel and Blackwell 1982; Pritchard 1992).

In this way, an effect from the temporary involvement of consumers with D.O.s on theprocedure they follow when deciding to buy wine is postulated. This proposal is expressedby Hypothesis H3.

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H3: The state of temporary involvement of consumers with D.O.s for wine exercises a positiveinfluence over the process of decision-taking they adopt when purchasing wine in terms oftheir affective, cognitive and behavioural responses.

In parallel, this study proposes that there is a positive effect from the regular consequencesderived from a state of permanent involvement of a consumer with the designation on thedecision-taking process adopted when making a specific purchase of a wine with this desig-nation. This relationship has been proposed in earlier studies undertaken in other contexts.However, they have narrowed in on specific consequences of the decision-taking procedure,such as the complexity and duration of the process (Houston and Rothschild 1978; Stone1984), the manifestation of active or of passive behaviour (Lastovicka 1979), reactions topersuasive messages (Petty and Cacioppo 1981a), the number of brands evoked in consum-ers’ minds (Newman and Dolich 1979) and brand loyalty or information seeking (Robertson1976; Houston and Rothschild 1977; Lastovicka and Gardner 1979; Bloch et al. 1986). Theyalso consider involvement from differing viewpoints.

Thus, Hypothesis H4 is put forward:

H4: The level of continuing consequences that arises from permanent involvement of con-sumers with D.O.s for wine directly affects their decision-making processes in terms ofaffective, cognitive and behavioural responses.

4 Methodology

In the course of this research, qualitative information was gathered by bringing together twofocus groups. Quantitative data were obtained from surveys involving 400 consumers of D.O.wine (Fig. 2).

Continuousresponses

EXPERIENCE

KNOWLEDGE

error4

PERCEIVED RISK

No. Values

Centrality

Intensity

error1

error2

Temporaryresponses

error3

0.60


WITH D.O.



H4

H3

H1H2Continuous

responses

EXPERIENCE

KNOWLEDGE

error4

PERCEIVED RISK

No. Values

Centrality

Intensity

error1

error2

Temporaryresponses

error3

0.60


WITH D.O.



H4

H3

H1H2

Fig. 2 Path diagram of the model for temporary involvement with D.O.s for wine

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Table 2 Technical details of the survey

Universe Consumers of wines with D.O.s aged 18 or overArea A Spanish urban area with a population of over one hundred thousand inhabitants

Sample size 400 valid surveys returned

Sample error ±5% (p = q = 0.50)

Confidence level 95.5% (K = 2)

Sampling method Stratified multi-stage random sampling with fixed proportions for sex, age,occupation and place of residence

Selection Random system by assigned cross-quotas

4.1 Qualitative phase: focus groups

In the qualitative phase, two focus groups were carried out with consumers. The first meetingwas of university staff, the second took into account the various profiles distinguished in theuniverse of study. Totals of eight and of ten persons took part.

The objective of this part of the investigation was twofold. Firstly, it constituted a firstapproach to consumers, their opinions and assessments of, and behaviour with regard to,D.O.s. Secondly, it analysed the structure of knowledge individuals have developed in respectof D.O.s, going from the perceived attributes of the designation to the values that consumersassociate with such perceptions. Information of this sort is fundamental from the perspectiveproposed for measurement of the variable. With this information, after a survey of the litera-ture, a list of values potentially associated by consumers with D.O.s for wine was produced.This listing underwent various pre-tests, taking into account the opinions of a range of expertson the subject, until finally a list of 46 values was drawn up for use in the quantitative studyundertaken thereafter.

4.2 Quantitative phase: ad hoc surveys

The quantitative phase adopted the technique of ad hoc surveying. The intention was togather information from consumers about the on-going responses manifested in relation totheir permanent involvement with D.O.s, the decision-taking procedure they adopt whenbuying a wine with such a designation, the knowledge structure activated with respect to itin a purchasing situation (specifically, the number of values associated with the D.O., thecentrality of these values and the intensity of the relationship), perceived risk, the knowledgeand experience of D.O.s, the basic characteristics of the consumption of this sort of wine andcertain classificatory data.

The design of the survey work is outlined in Table 2.

4.3 Measurement of the observable variables of the model

The data relating to the observable variables were gathered from specific items in thequestionnaire, either directly or through some processing of raw responses. For this pur-pose, various scales were drawn up to measure the observable variables: number of valuesassociated with the D.O., centrality and intensity of the relationship (as indicators of thestate of temporary involvement with the D.O.); continuing responses (reflecting the conse-quences arising from permanent involvement with the designation), and temporary responses

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(representing the process of deciding to purchase wine). Table 3 describes the variables andgives examples of the items that formed the scales developed to measure them.

First a list of 46 values potentially associated with the consumption of D.O.s was drawnup, assessing the association that consumers of D.O. wines make between this consumptionand each of the values with a Likert-type scale of five points. From this information datawere obtained relating to the number of associated values (the total of the values to which anindividual subject assigned a score of 4 or 5) and to the intensity of the relationship (using 1and 2 for different intensities with which the association is perceived, for scores of 4 and of5 on the original scale, respectively).

This list of values was next evaluated in relation to the importance assigned to them ingeneral by individual subjects. On the basis of this evaluation, data for the variable centralitywere obtained by scoring 0 for those cases in which the value was classed as not important atall, of little importance or neutral, 1 for important and 2 when it was classed as very important.

Furthermore, two lists of responses were drawn up to describe the consequences of aregular or continuing nature arising from a permanent involvement with D.O.s for wine (34items), and the temporary consequences in the process of purchasing wine that might beaffected by this state, as also by a temporary involvement with the designation (25 items).With these scales the observable variables (temporary responses and continuing responses)were measured by evaluation of the respective lists on a five-point Likert-type scale.

5 Analysis of results

5.1 Estimates in the model

The matrix chosen for estimates was the variance-covariance matrix, using the maximumlikelihood (ML) method. The results obtained were compared with those derived from theapplication of an asymptotically distribution-free (ADF) function method, this latter not beingrestrictive with respect to the normality of data.

Figure 1 presents the estimates arising, while Table 4 shows the results of evaluation of themodel. When the values for the measurements of fit for the model are considered, they will beseen to be higher than the levels recommended as minima for acceptance (χ2 = 8.461, p =0.748). Moreover, the measurement for goodness of fit obtained with the ADF method waslikewise fully acceptable (χ2 = 7.761, p = 0.804). In parallel, both methods were comparedusing the bootstrap method (Efron 1982), with an eye to assessing the fit offered by each ofthem, with the maximum likelihood method in all cases achieving the smallest discrepancyof means. This confirms the appropriateness of the choice of this method for estimatingparameters.

Finally, the empirical sampling distribution of the estimates for parameters was evaluatedusing the bootstrap method so as to obtain robust estimates of the standard errors.

5.2 Hypothesis testing

From the results obtained a number of conclusions regarding the hypothesis put forward inthe research may be drawn, as noted below (See Table 4).

After its overview of the literature, this study proposed a cognitive approach to the mea-surement of involvement, with a specific application of this variable at the level of D.O.sfor. This cognitive formulation entailed description on the basis of consideration of three

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123


Table 4 Evaluation of the model and hypothesis testing

Evaluation Results

Overall fit of model Chi-squared (Jöreskog 1969) = 8.461 g.l. = 12 p = 0.748

RMSEA (Browne and Cudeck 1993) = 0.000 PCLOSE = 0.989

CFI (Bentler 1990) = 1.000

MECVI = 0.144

Measurement model H Outcome

Factor analysis: one single component H1 Positive

Significance of the loadings of the latent variable on each

Indicator: 0.961, 0.921 (t = 38.406), 0.977 (t = 51.471)

Reliability of each indicator: 0.923, 0.848, 0.955

Composite reliability: 0.9640

Cronbach’s alpha: 0.9576

Extracted variance: 0.8994

Structural model H Outcome

Significance of the estimated coefficients

Estimate t

T.I.w.D.O. ↔ C.P.I.w.D.O. 0.406 7.600 H2 Positive

T.I.w.D.O. → Proc.Pur.W. 0.095 2.594 H3 Positive

C.P.I.w.D.O. → Proc.Pur.W. 0.666 14.962 H4 Positive

Coefficient of reliability of the structural equation = 0.600

T.I.w.D.O. temporary involvement with D.O., C.P.I.w.D.O. consequences of permanent involvement with D.O.,Proc.Pur.W. process of purchasing wine

properties: the number of values associated with the D.O., the centrality of these values andthe intensity of the relationship (H1).

This measurement was confirmed, as is shown by the results achieved. In a first assessment,analysis of the principal components undertaken indicated that the three indicators constitutea single factor. The loadings of the latent variable for each of the three properties were sig-nificantly different from zero. Moreover, the reliability of these indicators was greater thanthe acceptance level of 0.50 (Sharma 1996, p. 163). The actual figures were 0.923, 0.848 and0.955 for the number of values, centrality and intensity, respectively. The composite reliabil-ity of the construct, a measurement of the internal consistency of this metric, was equallyacceptable at a figure of 0.964, over the 0.70 threshold. Complementing this, calculation ofCronbach’s alpha corroborated there was strong internal consistency, this standing at 0.958,above the 0.8 threshold (Nunally 1987; Peterson 1994). Finally, evaluation of the extractedvariance also yielded a positive result, a figure of 0.899 which is well above the acceptancelevel of 0.50 (see Table 4).

With respect to validity of the measurement, the conceptual overview and analysis onwhich its development was based supported content validity, also proven by following thesteps established by Carmines and Zeller (1994) and because the three indicators proposeddefined a single factor. Predictive validity was demonstrated when significant causal relation-ships were noted with other variables in the model that represent criteria for the construct.

Finally, in relation to convergent validity, it must be accepted that it was not pos-sible to check it through corroboration from procedures independent of the construct

123


(Campbell and Fiske 1959). This was because the results obtained from this procedure couldnot be compared with other metrics, in view of the approach taken to this variable in the pres-ent investigation. On the other hand, correlations of this construct with other conceptuallydifferent variables making up the model specified did permit ratification of the discriminantvalidity of the measurement tool for involvement being proposed (Heeler and Ray 1972),subject to the limitations pointed out by Bollen (1989).

Hence, it is possible from this evaluation to suggest acceptance of a cognitive formulationin measuring the variable with the indicators proposed.

Another postulate in this study refers to the relationship between the temporary involve-ment felt by consumers towards a D.O. at the moment of making a purchase and the regularresponses manifested by them as the outcome of a permanent involvement with such a des-ignation (H2). It proved possible to state that there is a positive correlation with a value of0.406 (�21 = 76.829, t = 7.600). This also enables these constructs to be delimited as twodifferent concepts.

With respect to the hypothesis that there is a mediatory effect from temporary involve-ment with a D.O. upon the decision-making process followed by a consumer when buyingwine (H3), this was confirmed. A positive causal link could be shown with a coefficientγ11 = 0.095(t = 2.594).

This analysis likewise tested for any influence on this process from the level of conse-quences arising from a permanent involvement with such a designation (H4). The conclusionwas that there is a determinant effect with γ12 = 0.666 (t = 14.962).

6 Conclusions

This research set the variable involvement within the motivational field, conceptualizing it asa state of arousal” or motivation of individuals derived from the perceived relevance for themof a stimulus. Within this conceptual framework, it was proposed that involvement shouldbe analysed from its cognitive base through three properties that from this viewpoint woulddescribe the state in question. These were the number of associated values, the centrality ofthese values and the intensity of the relationship.

Knowledge of this variable is crucial, both for the private sector and for RegulatoryCouncils and Public Administrations, when they are taking decisions about their actions toencourage consumption of products covered by this quality protection system. This is becauseit represents the final explanation of consumer behaviour with regard to such an attribute.Through the involvement of consumers with D.O.s it is possible to act on attitudes towardssuch designations, the predisposition to acceptance and trying out new D.O.s, the intentionto purchase wines covered by such a designation and loyalty towards them.

Measurement of temporary involvement with a D.O. by means of the cognitive formu-lation proposed was empirically validated, with a particular contribution being offered bythis approach through being grounded upon the natural base of the variable. In this way,much-needed information can be offered, not just relating to the level of consumer involve-ment with D.O.s, but also concerning the properties that contribute to and explain this level.Thanks to this knowledge, it would be feasible to develop appropriate strategies and policiesoriented in the correct direction. These would include increasing the number of values linkedto such a seal of quality, consolidating this linkage or modifying consumer perceptions byassociating the designation with values of greater centrality within the hierarchical systemadopted when deciding to purchase.

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The concept of involvement with a D.O. was integrated into a model of consumer behav-iour, with a study of the explanatory power of this variable for the decision-taking process.The following results may be highlighted:

– The state of temporary involvement of consumers with D.O.s determines the process theyfollow when deciding to purchase wine. Hence, the greater their involvement, the harderthey will search and the greater will be their active predisposition towards informationrelating to D.O.s. They will be more demanding, will go to different sources and willvalue a range of different attributes. Thus, they will spend more time and effort over thedecision. Specifically, in the choice phase, they will show a greater propensity to buy awine with a D.O., as opposed to brands not covered by such a designation, to pay a higherprice or to travel farther in order to purchase a D.O. wine. In the phase after the decisionis made, involved consumers will tend to show a more critical attitude towards the choicemade, as also to develop preferences for some specific D.O.s. These aspects are crucialto the taking of decisions by marketing experts.

– In addition, the level of consumer responses arising from a permanent involvement witha D.O. has significant explanatory power with regard to the decision-making processoccurring in a specific purchasing situation. It has a greater impact than does a temporarystate of involvement with such a designation. As compared to a consumer experiencinga temporary involvement with D.O. wines in a given situation, an individual who hasdeveloped a permanent involvement will evince greater emotional linkage, consideringD.O.s important and necessary in evaluating such products. Moreover, such an individualwill have greater knowledge on the topic and will show an active receptiveness towardsunrequested information about this designation outside the process of deciding to makea specific purchase. As behavioural responses, such an individual will consume rathermore D.O. wine, along with seeking out more information about such D.O.s. The mediaand content of messages should thus depend on the type of consumer towards whom anaction is directed. Furthermore, when new D.O.s are being introduced, consumers with apermanent involvement are crucial, in view of their predisposition to try out new D.O.sand to act as opinion leaders.

– Another fundamental aspect tested and proven true in this research is the correlationbetween the state of temporary involvement felt by a consumer towards D.O.s on a spe-cific occasion when purchasing and the on-going responses occurring as the consequenceof a permanent involvement with this designation. A positive relationship may be statedto exist between the two concepts. Thanks to this correlation it is justifiable not merelyto undertake commercial actions tending to increase the association of D.O. wines withindividuals’ central values when they are facing a decision about purchasing the product,but also to consolidate involvement by individuals with this designation in a more globaland permanent way, with effects transferred at the moment of a particular purchase. In thisway, the correlation in question yields alternative routes for acting on involvement with aD.O. through moves aimed at the two states of the variable: permanent and temporary.

– A further innovation of this study is the application to D.O.s, investigating the involvementof consumers with this type of designation within the product category wine, in the lightof the importance that this differentiation strategy has come to have in that sector.

As to limitations and future lines of investigation, in this work the focus adopted in mea-suring involvement concentrated on analysis of the state of temporary involvement. It wouldbe of great interest to study its application to the description of the state of permanent involve-ment, with comparative analyses of the structure of temporary versus permanent involvementon the part of consumers. For this purpose, it would be necessary to select stimuli such that

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the nature of the timing of the relation of the individual to them would not pose a problemfor longer-term analysis of the construct.

A second line of investigation would refer to making the model proposed in this studymore concrete for certain consequences of the consumer’s decision-taking procedure. Thiswould respond to specific problems faced by firms relating to the responses received fromconsumers about advertising, price increases, the use of different distribution channels, ordiffering evaluations of the attributes describing a D.O.

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An analysis of the construct “involvement” in consumer behaviour

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