The concept of involvement has arouse considerable interest in the area of marketing, social psychology and so on. The article, based on plenty of literature at home and abroad, discusses the source, concept definition and category of consumer involvement, introduces related theoretical models and the approaches of manipulation and measurement. It indicates the application and significance of consumer involvement in the area of brand extension in the end.%涉入的概念在市场营销、社会心理学等领域引起了研究者相当多的兴趣.文章基于大量国内外相关文献,探讨了消费者涉入的来源、概念界定,分类,介绍了相关的理论模型和操纵测量方法.并在最后,指出了消费者涉入在品牌延伸这一领域的应用及意义.
展开▼
