Lect Handout

8/3/2019 Lect Handout

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WHAT IS INVOLVEMENT?WHAT IS INVOLVEMENT?

WHAT FACTORS INFLUENCES LEVEL OFWHAT FACTORS INFLUENCES LEVEL OF

INVOLVEMENT?INVOLVEMENT?

HOW MAY THESE FACTORS AFFECT THEHOW MAY THESE FACTORS AFFECT THE

CONSUMERS DECISIONCONSUMERS DECISION--MAKINGMAKINGPROCESS?PROCESS?


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INVOLVEMENT?

Involvement is the level of perceived personal importance

and/ or interest evoked by a stimulus (or stimuli) within a

specific situation

Consumer involvement refers to degree of information

processing or extent of importance that a consumer attaches to

a product.

Degree of involvement determined by how important

consumers perceive the product or service to be


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LEVELS OF INVOLVEMENTLEVELS OF INVOLVEMENT

Habitual decisions Lengthy decisions

eg.Tea, toothbrush, eg. Cars, diamond, Washing powder. P

HIGH

INVOLVEMENT

LOW

INVOLVEMENT


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LOW INVOLVEMENTINVOLVEMENT-- Low involvement purchases arenot really important to consumers, have little relevanceand need very limited information processing.

HIGHINVOLVEMENTINVOLVEMENT-- High involvement purchasesare those which are important to consumers such ascomplex, expensive, risky or ego-intensive products &require extensive information processing.


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Framework for predicting level of involvement

Moderating Factors

Opportunity to Process

Ability to process

Person

need, importance, interest,

values

Stimulus/Object differentiation of alternatives

source of communication

content of communication

Situationpurchase/use

occasion

Intensity

Direction

Persistence

Search

Information

Processing

Decision or

Persuasion

Antecedents Involvement

Properties Response


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FACTORS INFLUENCING LEVEL

OF INVOLVEMENT

PERSONAL FACTORS

( Needs,Importance,

Interest, Values)

OBJECT FACTORS

- Differentiation of alternatives.

- Source of communication.

- Content of communication.

SITUATIONAL FACTORS

Purchase

- Use

- Occasion


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ANTECEDENTS:

PERSON- The variable related to person refer to personalneeds, values, interests & experiences etc. For example: a

person interested in computers is very likely to have personalinterest in computer related magazines to learn about new

development.

STIMULUS/OBJECT- refers to product or stimuli thatconsumer perceives to be closely related to his/her values,

experience and interest.For example: in case of computers,

one should not expect the same level of involvement for all

consumers.


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FACTORSAFFECTING DEGREE OFFACTORSAFFECTING DEGREE OF

INVOLVEMENTINVOLVEMENT

MODERATING FACTORS: are those which may limitthe opportunity & the ability to process the informationa

nd influence the level of involvement.

For example: a consumer is planning the purchase ofamobile phone & the commercial he is watching would bequite interesting to him. Suddenly somebody knocks on the

door & this distracts his attention from the ad and theconsumer may not posses much knowledge about aparticular product and fails to understand some of theinformation contained in the ad. So this would limit theevaluation ofalternative brand in a satisfactory manner.


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INVOLVEMENT PROPERTIES:

INTENSITY: Involvement intensity refers to the severityof involvement as experienced by the consumer and is

generally categorized as high or low.

DIRECTION: Direction refers to the focus of involvementand involvement variables will strongly affect this focus.The focus could be a product, service, ad or purchase

decision.

PERSISTENCE: Persistence describes the length of timethe consumer remains involved with purchase decision.


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HOW MAY THESE FACTORS AFFECT THEHOW MAY THESE FACTORS AFFECT THE

CONSUMERS DECISIONCONSUMERS DECISION--MAKING PROCESS?MAKING PROCESS?

RESPONSE:

Response factors concern how a consumer behaves underinvolvement condition ofdifferent intensity.

These factors includes different pattern of information search,information processing, evaluation ofalternatives and post-decision actions.

E.g: IF high involvement product, consumer will spend moretime toward information searches and evaluation ofalternativecompare to low involvement product. (Car vs. Toiletries.)


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Bibliographyy Schiffman, L., O Class, A., Paladino, A., DAlessandro, S., & Bednall, D. (2005).

Consumer Behaviour3rd edition, NSW, Pearson Education.

y Solomon, M. R., (2008) Consumer Behavior Buying, Having and Being 8th edition,Pearson Education.

y Blackwell, R., DSouza, C., Taghian, M., Miniard, P., & Engel, J., (2007). Consumer

Behaviour An Asia Pacific Approach, NSW, Thomson.

y Timothy H. D., (1994). Influences Of Consumer Attitudes And

Involvement On Purchase Behavior In An Industrial Tourism

Context.

y Te'eni-Harari , T., Hornik, J., & Superieure de Gestion, E., (2010). Factors influencingproduct involvement among young consumers,Journal of Consumer Marketing, Volume27 , Number 6 , pg. 499506.

y Zaichkowsky J., (1986). Conceptualizing Involvement,Journalof Advertising, Vol. 15, No. 2,pg. 4-34

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