Understanding consumer behavior; Using involvement-argument model in dealing with domestic, foreign and smuggled goods
Article Type:
Research/Original Article (بدون رتبه معتبر)

Today, the phenomenon of goods smuggling in the country is an obvious fact that has been formed due to various cultural, social, economic and sometimes political reasons, especially in recent years, thereby, it has had consequences for the people and the government. However, the influential variables on the attitudes leading to the understanding of consumer behavior is rooted in dealing with domestic, foreign and smuggled goods. In this campaign, missionaries by proposing arguments try to convince consumers that foreign and smuggled goods are the best option. Consumers, however, hold different attitude by relying on arguments that are in line with their involvement goal in purchasing. Therefore, persuasive arguments in the advertisements of smuggled goods should be proportional to the level and type of people's involvement with buying motivation. Involvement is a motivational state that shows the needs, values and interests; variables that determine why and how consumers get involved. Previously, in a research, the argumentative biases of smuggled goods consumers were studied based on the general level of involvement (high/low) and its type (consequential and valuative), in the form of involvement -argument model and classified into four groups and each category was named: biases of importers, obligees, demands-Satisfiers and person-oriented. In the present article with the aim of empirically verifying the model, first, the reasoning biases of people by studying previous researches was determined, and then using two different scales, the general level and type of involvement was studied. The results of the multi-valued analysis showed that the four reasoning biases are related to the level and type of involvement. In the advertisement of smuggled goods in online stores, by using this model, it is possible to design proper messages for different groups of consumers, hereby the quality of involvement in the purchase of high quality goods of national production can be increased and the consumption of smuggled goods can be decreased. By using this model, it is also possible to analyze the sales promotion of online stores, such as Baslam, Digi-Kala, Goldtech, etc.

Journal of Hidden Economy, Volume:7 Issue: 28, 2022
31 to 46
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