Application of Involvement Theory in Health Seeking

The concept of consumer involvement during the last decade has received intensive and growing attention in consumer behavior research. There have been many definitions and conceptualizations of consumer involvement, but one of the most popular definitions was by Rothschild (1984): "involvement is a state of motivation, arousal or interest. This state exists in a process. It is driven by current external variables (situation, product and communication) and past internal variables (enduring, ego and central values). Central …

…tend to offer lower price and deals like "buy one and get one free", or coupons. References Claeys, C., & Abeele, P.V. (2001), Means-End Chain Theory and Involvement: Potential Research Directions. In T. J. Reynolds & J. C. Olson (eds.), Understanding Consumer Decision Making (pp.359-387). Mahwah, NJ: Lawrence Erlbaurn Associates. Rothschild, M.L. (1984), Perspectives on Involvement: Current Problems and Future Directions. Advances in Consumer Research. Valdosta, GA: Association of consumer research, p.216.