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@article{63730, author = {Matušínská, Kateřina and Stoklasa, Michal}, article_number = {3}, doi = {http://dx.doi.org/10.2478/mmcks-2022-0013}, keywords = {Foote-Cone-Belding (FCB) model;emotion;rationality;involvement theory;purchasing decision process;marketing}, language = {eng}, issn = {1842-0206}, journal = {Management & Marketing. Challenges for the Knowledge Society.}, title = {The appeals and level of involvement influencing purchasing decision}, url = {https://sciendo.com/issue/MMCKS/17/3}, volume = {17}, year = {2022} }
TY - JOUR ID - 63730 AU - Matušínská, Kateřina - Stoklasa, Michal PY - 2022 TI - The appeals and level of involvement influencing purchasing decision JF - Management & Marketing. Challenges for the Knowledge Society. VL - 17 IS - 3 SP - 234-254 EP - 234-254 PB - De Gruyter Poland SN - 18420206 KW - Foote-Cone-Belding (FCB) model;emotion;rationality;involvement theory;purchasing decision process;marketing UR - https://sciendo.com/issue/MMCKS/17/3 N2 - The aim of this paper is to find out how various product categories are influenced by rational or emotional appeals and the level of involvement in purchasing decisions with regard to selected demographic characteristics of Czech consumers. Scientific research is based on the theoretical assumptions of the Foote-Cone-Belding (hereafter FCB) model with newly formulated product categories that correspond to current Czech consumer behavior. The theoretical background of the paper covers the knowledge of cognitive consumer choice principles with emphasis on different appeals and a level of involvement within consumer decision. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,050 Czech respondents. The methods used are modified FCB grid based on previous research study, Kolmogorov-Smirnov test, Kruskal-Wallis test with a post hoc test using Dunn's test with Bonferroni correction, and positional maps. The results do not only reveal how the newly defined product categories are influenced by rational or emotional appeals and high or low involvement, but also the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) this model according to specific conditions and identification features of different segments. Newly introduced transformed nine-quadrants concept of the FCB model is proposed to be applied. ER -
MATUŠÍNSKÁ, Kateřina a Michal STOKLASA. The appeals and level of involvement influencing purchasing decision. \textit{Management \&{} Marketing. Challenges for the Knowledge Society.}. De Gruyter Poland, 2022, roč.~17, č.~3, s.~234-254. ISSN~1842-0206. Dostupné z: https://dx.doi.org/10.2478/mmcks-2022-0013.
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