Purpose

Involvement has been one of the most studied variables in the field of marketing due to its determinant role in consumer behaviour, but always as a contextual or mediating variable. Taking its relationship with knowledge as the starting point, in this work, the purpose of this paper is to examine how to use the choice of information content in communication campaigns to drive up the level of involvement. A new method based on Qualitative Comparative Analysis (QCA) models is applied to the case of olive oil.

Design/methodology/approach

Quantitative research has been used for the proposed objectives of this work. Specifically, a computer-assisted telephone interviewing (CATI) has been conducted in several Spanish provinces using a structured questionnaire. Data obtained from 829 consumers are used.

Findings

The results support that consumer involvement with the product is related to objective knowledge about the product and its demand. Moreover, involvement can be modified through objective knowledge or information. Specifically, consumer involvement can be increased by the choice and communication of an optimal combination of five specific pieces of information (SPIs)

Originality/value

In this paper, involvement is considered as a result variable, i.e. a variable that can be modified or increased. This greater involvement can be achieved by improving the level of objective knowledge about a product. In addition, a new model is used and its viability is demonstrated and its ease of application to agri-food context.

中文翻译：

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如何通过宣传活动来改变消费者的参与度？应用于橄榄油盒的信息内容选择模型

目的

由于参与度在消费者行为中起决定性作用，但参与度一直是营销领域研究最多的变量之一，但始终是上下文变量或中介变量。本文以知识与知识的关系为出发点，旨在研究如何在传播活动中利用信息内容的选择来提高参与水平。一种基于定性比较分析（QCA）模型的新方法应用于橄榄油。

设计/方法/方法

定量研究已用于这项工作的拟议目标。具体而言，已使用结构化问卷在西班牙的几个省进行了计算机辅助电话采访（CATI）。使用从829个消费者那里获得的数据。

发现

结果支持消费者参与产品与有关产品及其需求的客观知识有关。此外，可以通过客观的知识或信息来改变参与度。具体而言，可以通过选择和传达五个特定信息（SPI）的最佳组合来增加消费者的参与度

创意/价值

在本文中，参与度被认为是结果变量，即可以修改或增加的变量。可以通过提高有关产品的客观知识水平来实现更大的参与。此外，使用了一种新模型并证明了其可行性，并易于将其应用于农业食品领域。