After the New Wears off: The Temporal Context of Product Involvement

While product involvement has been identified as a significant variable in consumer behavior, the precise nature of such involvement is still not well understood. The study reported here utilizes a longitudinal design to provide evidence for the notion that there are two forms of product involvement. The study also documents the differing temporal patterns of behaviors associated with each form. Behaviors associated with enduring involvement were stable over time, while those behaviors resulting from situational involvement declined once the situation inducing the involvement changed.