...Madhumitha Ezhil Kumar; Shivendra Kumar Pandey; Dheeraj P. Sharma; Himanshu Rathore Purpose This study aims to examine the moderating role of two product-related variables – product type and product involvement on the relationship between shelf-based scarcity (SBS) and purchase intention...

...Mayank Jyotsna Soni Purpose This study aims to explore how different involvement levels within a single television program influence recall of cognitive vs affective advertisements aired during that television program. Design/methodology/approach Two studies of 2 (program involvement: high vs...

...Pascale G. Quester; Justin Smart A conjoint analysis study of consumers’ choice of a popular product examined whether consumption situation and involvement influenced significantly the importance allocated by consumers to a number of key attributes determined by a sample of experts and product...

...Beverly A. Browne; Dennis O. Kaldenberg The relationship of self‐monitoring to buying behavior and to the consumer’s value system is controversial and not well understood. The study examined the relationship between self‐monitoring, materialism, and involvement with clothing and brands among...