Cet article présente à des fins pédagogiques la connaissance relative au concept d'implication du consommateur. Le premier objectif de cet article est de mettre en exergue un certain nombre de problèmes posés par ce concept tant sur le plan de sa définition que de sa mesure. Le second objectif est de présenter les principales manifestations de l'implication relative au processus de décision du consommateur.
L'article s'articule comme suit: (1) les définitions; l'objet, l'intensité et les composantes du concept; (2) les outils dont on dispose pour mesurer l'implication; (3) les manifestations observables du concept. Les principales conclusions et les implications stratégiques sont enfin exposées (4).
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