Validating the S-O-R Paradigm for Consumer Involvement With a Convenience Good
Marketing & Professional Sales
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.
Slama, Mark E., and Armen Tashchian. "Validating the S-O-R Paradigm for Consumer Involvement with a Convenience Good." Journal of the Academy of Marketing Science 15.1 (1987): 36-45. Print.