Types of involvement do consumers bring to the purchase decision
Consumer involvement can be defined
as the state of mind of consumer that motivates them to identify the products
or services they are offering, their pattern of consumption and consumption
behaviour. Involvement creates within consumers an urge to look for and think
about the product/service category and the varying options before making
decisions on brand preferences and the final act of purchase. Involvement
affects the consumer decision process and sub process such as information
search, processing and information transmission. It can also say that
involvement is the key aspect of consumer behaviour related to motivational
state. Consumers are faced with purchasing decision every day. However, all the decision is not treated as
same. Some are more complex than others and some might need more efforts by the
consumer. Involvement comes from what we think about consumer’s mind about the
product or services. We have generally two types of involvement that consumer
brings to the purchase decision and they are described below.
High Involvement
Purchase Decision
Talking from the split brain theory
(Alessandro, 2015), There brain have two sides which is generally say Left
hemisphere and right hemisphere. High involvement are generally comes through
the left hemisphere of the brain because it consider about the rational
thinking, realistic, reading, verbal information speaking, Cognitive activities
based. Same product might have different ways of involvement by different
consumer for example Yoghurt. For high involvement decision maker, they can
think as healthy food group where as for low involvement decision maker, it can
be just a snack food group. Likewise some other High involvement products can
be Clothes, TV, laptop, cars, mobiles, and washing machine because they show
social approval and more expensive and they are not purchases in regular basis.
High involvement decision making hierarchy goes from Cognition to attitude and
goes to behaviour act. In high involvement decision making the consumer first
thinks about the product and forms an attitude towards the product and they
finally act on the buying process. The consumer of the high involvement is
active consumers means they are actively involved.
Low Involvement
Purchase Decision
As we talked about the two side of
brain i.e. right hemisphere and left hemisphere and left hemisphere involved in
high decision making process which include their ration thinking, realistic,
reading, and so on does not means low involvement is bad. It is just the
different way of thinking in which the right hemisphere brain uses the non-
verbal, holistic information, emotional, impulsive and watching TV ads
(Alessandro, 2015). As discussed bellow same product might have different ways
of involvement by different consumer for example Yoghurt. Similarly another can
be wine. For low involvement decision maker it can be party drink situation and
for high involvement decision maker it can be wine buff. Other examples of low
involvement products can be Soap, tooth paste, exercise book, breakfast cereal,
tea and coffee because consumer frequently purchases these products but not
always. They can also be high involvement as they purchases rationally. In the
low involvement decision making the consumer goes on hierarchy or Cognition to
behaviour and to Attitude. In low involvement decision making consumer first
think about the product and we act on buying process and last they form the
attitude towards the products in the base of their experiences and result.
Consumer of the low involvement is passive consumers. They do not participate
actively.
References:
William, A., Weigold, M., & Arens, C. (14th-
2013).Contemporary Advertising.New York: McGraw-Hill.
Sahney, S. (n,d) Consumer
behaviour. Module-6. Kharagpur, India: Vinod Gupta School of Management.
Consumer behaviour (n,d). Consumer Involvement and buying behavior | Types of Consumer
Involvement From www.accountlearning.com Retrieved from: http://accountlearning.com/consumer-buying-behavior-types-of-consumer-involvement-in-purchasing/
Alessandro, S.D. ( 2015, April 20). Lecture 8: Learning and consumer involvement.
[Video file]. Retrieved from https://www.youtube.com/watch?v=U83M-8vdBYw
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