An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing

The drive to understand the purchasing and consumption behaviour of individuals and market segments has created significant interest in the construct of involvement. This study proposes and tests four types of involvement: (a) product involvement; (b) purchase decision involvement; (c) advertising involvement and (d) consumption involvement. It also proposes a higher order construct called consumer involvement. Measures of all four types of involvement are developed and empirical tests are performed using CFA and structural equation modelling (SEM). This study presents an alternate approach to the conceptualisation and measurement of four important types of involvement that will aid in better understanding consumer behaviour and developing improved marketing mix strategies.