How Enduring Is Enduring Involvement? A Seasonal Examination of Three Recreational Activities

This research examined the enduring nature of involvement with three recreational activities (golf, downhill skiing, windsurfing) and associated products using a panel survey approach. Over 280 participants completed in‐season questionnaires that assessed involvement using Laurent and Kapferer's (1985) Consumer Involvement Profile scale. Respondents were contacted with follow‐up instruments in the off‐season and preseason. The data suggested that activity involvement scores on the attraction (importance, pleasure) and risk probability dimensions were stable between seasons but sign (symbolic value) and risk consequence scores fluctuated. Product involvement scores for all four dimensions were stable both across seasons and based on length of participation. Positive relations were found between activity involvement and length of participation. Six distinct activity involvement‐based clusters were found. Discriminant analyses suggested that cluster memberships were generally stable across seasons.