Title

Validating the S-O-R Paradigm for Consumer Involvement With a Convenience Good

Department

Marketing & Professional Sales

Document Type

Article

Publication Date

3-1987

Abstract

The Houston and Rothschild S-O-R consumer involvement paradigm is tested for validity with measures of involvement for a shampoo purchase decision. A multitrait-multimethod matrix approach confirms the convergent and discriminant validity of the measure employed. A causal modeling analysis suggests that enduring involvement may work through situational involvement to influence consumer responses. Marketing implications are discussed.