Relationships of Involvement, Ethnic Food Consumption, and Food Shows: An Initial Exploration

Sales of ethnic foods continue to increase. Among the many factors leading to an increase in ethnic food consumption include more interest in television cooking shows where consumers gain knowledge about a product through media; resulting in heightened interest. Employing a revised Personal Involvement Inventory (PII) to measure involvement, this study aims to shed more light on the consumption of ethnic foods and the effects of media on that consumption. Thought this exploration the findings reveal a surprising suggestion, that ethnic food consumption is not governed by consumer's involvement with the products.