Involvement

Involvement

1. Rational Man Theory: Traditional view of consumer

   • Consumers are deliberate information processors
   • Consumers are info seekers
   • Consumers form active audience therefore effect of advertising is weak
   • Consumers evaluate brands before buying
   • Reference groups influence consumer behaviour because of the importance of the purchase to group norms and values
   • Problem recognition -Search- Alternative Evaluation- Purchase-Consumption- Post purchase Evaluation

2. New View of Consumer

   • Consumers learn at random
   • Consumers are information gatherers
   • Consumers are a passive audience for advertiser, therefore the effect of advertising is strong
   • Consumers buy first and then perhaps evaluate the purchase
   • Important others influence consumption - sometimes

3. Situational Involvement

   • e.g. looking for a new car but dont care as soon as you bought one
   • have a gf who loves cars so you like it too

4. Intrinsic Involvement

   • Internally motivated e.g. gym
   • e.g. car guys

5. Dimensions of Involvement

   • Antecedants of involvement
     • Person Factors
       • Needs, importance, interest values
     • Object/Stimulus Factors
       • Differentiation of alternatives
       • source of communication
       • content of communication
     • Situational factors
       • Purchase/Use, Occasion
   • Involvement
     • with ads e.g. novel ads
     • with products
     • with purchase decisions
   • Possible results of involvement
     • Counter arguments
     • effectiveness of ads
     • importance of product class
     • percieved differences in attributes
     • preference of brand

6. Advertising Implications

   • High Involvement
     • Focus on Product benefits to persuade
     • Medium? print ads, websites, sales reps
   • Low Involvement
     • Focus on image and Brand recognition
     • Medium? TV, Radio ads ( time restriction; passive

7. Hierarchy of Effects

   • High Involvement
     • Cognition - Attitude - Behaviour
   • Low Involvement
     • Cognition - Behaviour - Attitude
     • Heuristics: mental short cuts or "rules of thumb"
       • Brand Cues e.g. nike tick or McDonalds logo

8. Involvement and Strategy

   • Significant difference between brands - High involvement = Brand Loyalty
   • Few difference between brands - High involvement = Cognitive Dissonance
   • Significant difference between brands - Low involvement = Random Selection
   • Few difference between brands - High involvement = Spurious Loyalty