Consumer Behaviour – Involvement Theory

Other names: Other names: Hemispheral LateralizationHemispheral Lateralization : : Split Brain TheorySplit Brain Theory The basic premise of split brain theory is that the The basic premise of split brain theory is that the Right & Left hemispheres of the brain specialize in Right & Left hemispheres of the brain specialize in the kinds of information they process. the kinds of information they process. The Left hemisphere is primarily responsible for The Left hemisphere is primarily responsible for cognitive activities such as cognitive activities such as reading, speaking and reading, speaking and Attributional information processingAttributional information processing. Individuals . Individuals exposed to verbal information cognitively analyze exposed to verbal information cognitively analyze the information through Left-brain processing and the information through Left-brain processing and form mental images. form mental images. The Right hemisphere of the brain is concerned with The Right hemisphere of the brain is concerned with Non-verbal, Timeless, Pictorial, and Holistic Non-verbal, Timeless, Pictorial, and Holistic informationinformation. Put another way, the Left SidePut another way, the Left Side of the brain is of the brain is supposed to be supposed to be Rational, Active,Rational, Active, RealisticRealistic; the Right ; the Right Side of the brain is Side of the brain is Emotional, Metaphoric, Impulsive Emotional, Metaphoric, Impulsive and Intuitiveand Intuitive. .

Consumer Behaviour – Involvement Theory

LowLow Involvement Media:Involvement Media: Individuals passively Individuals passively process and store Right Brain process and store Right Brain (I.e. Nonverbal, (I.e. Nonverbal, Pictorial)Pictorial) information that is without active information that is without active Involvement. Involvement. Since T.V. is primarily a Pictorial Since T.V. is primarily a Pictorial medium, TV viewing is considered a Right-brain medium, TV viewing is considered a Right-brain activity and TV itself is a Low Involvement medium.activity and TV itself is a Low Involvement medium.According to this theory, Passive learning occurs According to this theory, Passive learning occurs through repeated exposures to a TV commercial and through repeated exposures to a TV commercial and produce a change in consumer behaviour (e.g. a produce a change in consumer behaviour (e.g. a product purchase) prior to a change in the product purchase) prior to a change in the consumer’s attitude towards the product. consumer’s attitude towards the product. High Involvement Media:High Involvement Media: To extend this line of To extend this line of thought, thought, print media are high Involvement Mediaprint media are high Involvement Media (Newspapers & Magazines)(Newspapers & Magazines) because cognitive because cognitive (Verbal) information is processed by the left-side of (Verbal) information is processed by the left-side of the brain.the brain. According to this theory, Print Advertising According to this theory, Print Advertising is processed in the complex sequence of cognitive is processed in the complex sequence of cognitive stages as follows: stages as follows:

Consumer Behaviour – Involvement Theory

Tri-component Model:Tri-component Model:COGNITIVE (COGNITIVE (the process of obtaining knowledge the process of obtaining knowledge through thought, experience, and the sensesthrough thought, experience, and the senses) ) AFFECTIVE (AFFECTIVE (relating to moods, feelings, and relating to moods, feelings, and attitudesattitudes) ) CONATIVE ( CONATIVE ( The Mental facility of The Mental facility of purpose, desire,or will to perform an actionpurpose, desire,or will to perform an action)) Promotional Model:Promotional Model:Attention Attention Interest Interest Desire Desire Action Action Decision making Model:Decision making Model:Awareness Awareness Knowledge Knowledge Evaluation Evaluation Purchase Purchase Post-purchase Evaluation Post-purchase Evaluation Innovation Adoption Model:Innovation Adoption Model:Awareness Awareness Interest Interest Evaluation Evaluation Trial Trial Adoption Adoption Innovation Decision Process:Innovation Decision Process:Knowledge Knowledge Persuasion Persuasion Decision Decision Confirmation Confirmation

Involvement Theory:Some Interesting Facts

In situations of Passive Learning (In situations of Passive Learning (generated by generated by Low-Involvement MediaLow-Involvement Media) Repetition is all that is ) Repetition is all that is needed to produce purchase behaviour. This needed to produce purchase behaviour. This behaviour, in turn, is likely to lead to a favourable behaviour, in turn, is likely to lead to a favourable attitude toward the product. attitude toward the product. In Marketing terms, the theory suggests that TV In Marketing terms, the theory suggests that TV commercials are most effective when they are of commercials are most effective when they are of short duration and repeated frequently, thus short duration and repeated frequently, thus ensuring Brand familiarity without provoking ensuring Brand familiarity without provoking detailed evaluation of the message content.detailed evaluation of the message content. Further, Research evidence confirms the fact that Further, Research evidence confirms the fact that Pictorial cues (Pictorial cues (which activate Right-brain which activate Right-brain processingprocessing) are more effective at generating recall ) are more effective at generating recall and familiarity with the product; whereas verbal and familiarity with the product; whereas verbal cues (cues (which trigger Left-brain processingwhich trigger Left-brain processing) generate ) generate cognitive activity that encourages consumers to cognitive activity that encourages consumers to evaluate the advantages and disadvantages of the evaluate the advantages and disadvantages of the product. product.

Involvement Theory:Consumer Relevance

As per involvement theory, there are High- and Low As per involvement theory, there are High- and Low Involvement consumers; accordingly there are High- Involvement consumers; accordingly there are High- and Low Involvement purchases. and Low Involvement purchases. These two approaches are These two approaches are synthesizedsynthesized with the with the notion that a consumer’s level of involvement notion that a consumer’s level of involvement depends on the depends on the degree of Personal relevancedegree of Personal relevance that that the product holdsthe product holds. Under this definition:. Under this definition:High Involvement PurchasesHigh Involvement Purchases are those that are very are those that are very important to the consumer and therefore provoke important to the consumer and therefore provoke Extensive Problem SolvingExtensive Problem Solving in terms of perceived in terms of perceived risk.risk.Low InvolvementLow Involvement PurchasesPurchases are those that are not are those that are not very important to the consumer, holds little very important to the consumer, holds little relevance and less perceived risk and therefore relevance and less perceived risk and therefore provoke provoke Limited Problem SolvingLimited Problem Solving..

Involvement Theory: Limitations

There are There are LimitationsLimitations to the application of to the application of split-brain theory to split-brain theory to media strategymedia strategy. . Research suggests that the Right & Left Research suggests that the Right & Left hemispheres of the Brain hemispheres of the Brain do not operate do not operate independently of each otherindependently of each other, but work , but work together to process information. together to process information. One stream of research suggests that, One stream of research suggests that, despite despite Hemispheral Specialization, Hemispheral Specialization, both both sides of the Brain are capable ofsides of the Brain are capable of High- and High- and Low Involvement. The Low Involvement. The Left sideLeft side of the Brain of the Brain is High- & Lowis High- & Low Cognitive Processing Cognitive Processing; the ; the Right sideRight side in High- & Low in High- & Low Affective Affective Processing. Processing.

Involvement Theory: Routes to Persuasion

High Involvement: Central route to Persuasion – High Involvement: Central route to Persuasion – For For High Involvement purchases, Central route to High Involvement purchases, Central route to Persuasion – provoking considerable thought about Persuasion – provoking considerable thought about the product – is likely to be a highly effective the product – is likely to be a highly effective Marketing strategy. The theory suggests that there is Marketing strategy. The theory suggests that there is a strong likelihood that consumers will carefully a strong likelihood that consumers will carefully evaluate the merits and/or weaknesses of a product evaluate the merits and/or weaknesses of a product when the purchase is of high relevance to them.when the purchase is of high relevance to them. Low Involvement: Peripheral route to Persuasion – Low Involvement: Peripheral route to Persuasion – For Low Involvement purchases, Peripheral route to For Low Involvement purchases, Peripheral route to Persuasion is likely to be more effective. The Persuasion is likely to be more effective. The likelihood is great that consumers will engage in likelihood is great that consumers will engage in very limited information search and evaluation when very limited information search and evaluation when the purchase holds little relevance or importance for the purchase holds little relevance or importance for them.them. In this instance, because the consumer is less In this instance, because the consumer is less motivated to exert cognitive effort, learning is most motivated to exert cognitive effort, learning is most likely to occur through repetition, the passive likely to occur through repetition, the passive processing of visual cues and holistic perception. processing of visual cues and holistic perception.

Involvement Theory: Marketing Implications

The Elaboration Likelihood Model (ELM) suggests The Elaboration Likelihood Model (ELM) suggests that a person’s level of Involvement during message that a person’s level of Involvement during message processing is a critical factor in determining which processing is a critical factor in determining which route to persuasion is likely to be effective.route to persuasion is likely to be effective.## For High Involvement purchases, marketers For High Involvement purchases, marketers should use arguments stressing the should use arguments stressing the Strong, Solid, Strong, Solid, High-quality Attributes of their productsHigh-quality Attributes of their products – therefore – therefore utilising the central route to persuasion. utilising the central route to persuasion. # # For Low Involvement purchases, marketers should For Low Involvement purchases, marketers should focus on Method of Presentation rather than the focus on Method of Presentation rather than the content of message e.g. content of message e.g. through the use of celebrity through the use of celebrity spoke-persons or Highly visual and Symbolic spoke-persons or Highly visual and Symbolic advertisements. advertisements.

Involvement Theory: Social Judgment Theory

The central premise of this theory is that an The central premise of this theory is that an Individual’s processing of information about an issue Individual’s processing of information about an issue is determined by his /her involvement with the issue.is determined by his /her involvement with the issue.## Individuals who are Individuals who are involved highlyinvolved highly with an issue with an issue and have a strong or definite opinion about and have a strong or definite opinion about ITIT will will accept very few alternative opinions i.e. accept very few alternative opinions i.e. they will they will have a narrow latitude of acceptance and a wide have a narrow latitude of acceptance and a wide latitude of rejection.latitude of rejection.Highly involved individuals will interpret a message Highly involved individuals will interpret a message that is congruent with their that is congruent with their POSITIONSPOSITIONS as: as: More positive than it actually is the More positive than it actually is the ASSIMILATION ASSIMILATION Effect; Effect; and one that is not congruent, as More negative and one that is not congruent, as More negative than it actually is the than it actually is the CONTRAST EffectCONTRAST Effect. . ## Persons who are Persons who are uninvolveduninvolved with an issue will be with an issue will be more receptive to arguments for and against – more receptive to arguments for and against – they they will have a wide latitude of acceptancewill have a wide latitude of acceptance; or will take ; or will take no position at all – no position at all – a wide latitude of non-a wide latitude of non-commitment.commitment.

Social Judgment Theory : Marketing Implications

It suggests that It suggests that highly involved consumershighly involved consumers find find fewer Brands acceptablefewer Brands acceptable ( (they are they are narrow categorizersnarrow categorizers) and are likely to ) and are likely to interpret messages about these Brands in a interpret messages about these Brands in a manner manner congruentcongruent with their with their previous previous experiencesexperiences and and opinionsopinions about the about the ProductProduct. . But the But the uninvolved consumeruninvolved consumer is likely to be is likely to be receptivereceptive to a to a greater number of messagesgreater number of messages regarding the purchase and will consider regarding the purchase and will consider more brands (more brands (a wide categorizera wide categorizer). This type ). This type of person is less likely to be of person is less likely to be Brand LoyalBrand Loyal and and is a likely target for is a likely target for Brand switching. Brand switching.

Involvement Theory: Evaluation/ Dimensions

There is no single, widely accepted meaning of There is no single, widely accepted meaning of Involvement because the Involvement because the TERMTERM cannot be defined or cannot be defined or conceptualized in only one dimension. For exampleconceptualized in only one dimension. For example One review identified FIVE types of Involvement: One review identified FIVE types of Involvement: Ego, Commitment, Communication, Purchase Ego, Commitment, Communication, Purchase importance, and Extent of information searchimportance, and Extent of information search.. Another review identified involvement theory with Another review identified involvement theory with AdvertisingAdvertising, with , with ProductsProducts, and with , and with Purchase Purchase decisionsdecisions.. Some Researchers see the Some Researchers see the Person, Product and Person, Product and situationsituation as the Major components of Involvement. as the Major components of Involvement. Others define Low Involvement as purchase Others define Low Involvement as purchase situations in which there is situations in which there is little information searchlittle information search and and no Attitude formationno Attitude formation regarding the product regarding the product prior to purchaseprior to purchase.. Some studies have tried to differentiate between Some studies have tried to differentiate between Brand-Brand- and and Product-Product-Involvement.Involvement. Another study suggests three dimensions in the Another study suggests three dimensions in the measurement of Involvement: measurement of Involvement: Importance, Pleasure Importance, Pleasure and Risk. and Risk.

Involvement Theory: Evaluation/ Dimensions

One study concluded that since there really are so One study concluded that since there really are so many different kinds of consumer involvement, many different kinds of consumer involvement, researchers should measure an researchers should measure an involvement profileinvolvement profile rather than a single involvement level. rather than a single involvement level. The suggested profile would include Interest in the The suggested profile would include Interest in the Product, the rewarding nature (Product, the rewarding nature (perceived pleasureperceived pleasure) ) of the product, its of the product, its perceived abilityperceived ability to reflect the to reflect the purchaser’s purchaser’s personalitypersonality and the and the perceived riskperceived risk associated with the purchase. associated with the purchase. This view is consistent with the notion that This view is consistent with the notion that Involvement should be measured on a Involvement should be measured on a continuumcontinuum, , rather than as a rather than as a DichotomyDichotomy consisting of two consisting of two mutually exclusive categories of mutually exclusive categories of HIGHHIGH and and LOWLOW Involvement. Involvement.

Involvement Theory: Evaluation/ Dimensions

Involvement theory has a number of Involvement theory has a number of IntuitivelyIntuitively useful applications for the marketer. For example the useful applications for the marketer. For example the left-brain (left-brain (cognitive processingcognitive processing) / right-brain ) / right-brain ((Passive processingPassive processing) Paradigm seems to have strong ) Paradigm seems to have strong implications for the implications for the Content, Length and Content, Length and PresentationPresentation of both Print & TV advertisements. of both Print & TV advertisements.There is evidence that people process information There is evidence that people process information extensively when the purchase is of High personal extensively when the purchase is of High personal relevance; relevance; and engage in Limited Information and engage in Limited Information processing when the purchase is of Low personal processing when the purchase is of Low personal relevancerelevance.. There are also indications that There are also indications that uninvolved uninvolved consumersconsumers are susceptible to different kinds of are susceptible to different kinds of persuasionpersuasion than Highly involved consumers. than Highly involved consumers.Before the degree of Involvement can be identified, Before the degree of Involvement can be identified, the researcher must define exactly what it is that the researcher must define exactly what it is that should be measured: should be measured: Ego, Motivation, task Ego, Motivation, task Involvement, Situation variablesInvolvement, Situation variables, or what., or what.