Consumer involvement and engagement: From involvement’s elaboration likelihood to engagement’s investment propensity.

This chapter reviews important literature on consumer involvement (CI) and consumer engagement (CE) and develops an integrative framework that extends involvement's elaboration likelihood model (ELM)-based foundations for applicability to CE. It first synthesizes literature on CI, which has significantly advanced understanding of consumer behavior since the 1980s. The chapter details key areas of theoretical similarity and discrepancy across CI and CE, thereby advancing insight into these concepts and their interface. It extends the ELM by developing a framework of consumer engagement propensity (CEP) that acknowledges the existence of consumer-behavior-based differences across highly and low-engaged consumers, similar to highly/low-involved consumers in the ELM. The chapter reviews important literature on CI and CE and discusses their key areas of conceptual similarity and discrepancy. The chapter concludes with a discussion of theoretical and practical implications that arise from authors' analyses.