Lect Handout
-
Upload
luthio-marchoz-mahyuddin -
Category
Documents
-
view
236 -
download
0
Transcript of Lect Handout
-
8/3/2019 Lect Handout
1/12
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?
-
8/3/2019 Lect Handout
2/12
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
-
8/3/2019 Lect Handout
3/12
LEVELS OF INVOLVEMENTLEVELS OF INVOLVEMENT
Habitual decisions Lengthy decisions
eg.Tea, toothbrush, eg. Cars, diamond, Washing powder. P
HIGH
INVOLVEMENT
LOW
INVOLVEMENT
-
8/3/2019 Lect Handout
4/12
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.
-
8/3/2019 Lect Handout
5/12
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
-
8/3/2019 Lect Handout
6/12
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
-
8/3/2019 Lect Handout
7/12
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.
-
8/3/2019 Lect Handout
8/12
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.
-
8/3/2019 Lect Handout
9/12
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.
-
8/3/2019 Lect Handout
10/12
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.)
-
8/3/2019 Lect Handout
11/12
-
8/3/2019 Lect Handout
12/12
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