The purpose of this research is to introduce a cognitive mapping methodology designed to explore the goal structures that are activated by a consumer `s experienced feelings of self-relevance or involvement with a product or service. In particular, the authors examine how a consumer `s enduring involvement with a product class (greeting cards) and specific decision situations affect the content and structure of the activated purchase goals in a consumer's decision map. As compared to enduring involvement, the decision situation more strongly affected the content of the goals in the decision maps. The authors conclude with a discussion of the implications of the method and the results for consumer behavior and marketing strategy research.
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