AAWE, Economics Dept, New York University, 19 W 4th St, 6Fl., New York NY 10012aawe@wine-economics.org

AAWE Working Paper No. 96 – Business

 

THE ROLE OF TEMPORARY INVOLVEMENT WITH
APPELLATION OF ORIGIN IN THE PURCHASE OF WINE

Carmen Rodríguez-Santos and Klaus Grunert 

Abstract

Studying the involvement variable is key to explaining consumer behaviour. The aim of the current research is to analyse the effect that the individual’s temporary involvement with the appellation of origin has on the process of the decision to purchase agro-food products. It is proposed and confirmed a measurement of the consumer’s temporary involvement by three properties defining its cognitive base: number of associated values, centrality of these values and intensity of the relation. To examine the influence of the temporary involvement, we consider the cognitive, affective and behavioural responses that make up the decision process. Here, the analysis focuses on the product category of wine.

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