Resumo

VERA MARTINEZ, Jorge. Differences in the involvement profile between convenience products and comparison products. Contad. Adm [online]. 2010, n.231, pp.127-149. ISSN 0186-1042.

In literature on the subject, it has been argued that consumer involvement profile differs by type of product. In such instance, this paper proposes reconsideration of a classic typology in which consumer products are classifed under convenience, comparison and specialty products. This study empirically demonstrates that the involvement profile towards such products varies significantly between two types: convenience and comparison/specialty. Through three types of statistical analysis, it is observed that differences by type of product are based on five out of six involvement components. Firstly, under the frst non-parametric procedure of association of variables, using j-square and contingency coeffcient, interdependence amongst the highest number of involvement components with type of product is corroborated. Such results may suggest further research in regard to perceived risk component. In a second non-parametric procedure including differences amongst groups, it is shown that both ranges and forms of distributions vary between these two large types of groups. Lastly, using parametric methods of difference of means and variances, once again, significant differences amongst values of involvement components between these types were found. Such results may imply that the variability of subject responses is different for each one of the components with respect to the type of product, offering evidence that involvement towards comparison-specialty products do vary versus involvement towards convenience products. Such fnding may establish exceptions with respect to perceived risk towards performance of these products. The one involvement component which clearly differentiates these two types of products is the degree of perceived interest for such products.

Palavras-chave : involvement; involvement profile; consumption product; type of product.

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