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A Low-Involvement Choice Model For Consumer Panel Data, Cathal Brugha, Darach Turley

Articles

The long overdue surge of interest in consumer behaviour texts in low-involvement purchasing has only begun to gather momemtum. It often takes the form of asking whether concepts usually associated with high-involvement purchasing can be applied, albeit in a modified form, to low-involvement purchasing. One such concept is evoked set, that is the range of brands deemed acceptable by a consumer in a particular product area. This has characteristically been associated with consumption involving extensive pre-purchase search and evaluation. The consumer's evoked set is thus the brands he would actually consider purchasing in advance of the purchase event. However, when …