How Enduring and Situational Involvement Combine to Create Involvement Responses

Abstract

Although a two‐component model of product involvement is widely accepted, research has not studied how enduring and situational involvement combine to affect consumer responses. This article investigates three combination models. In particular, an additive model is compared with two interaction models, and the three models are tested empirically using field surveys. Results suggest that preexisting levels of enduring involvement neither magnify nor suppress situational involvement effects occurring around the time of purchase, thus supporting the simple additive model.