low involvement

8/13/2019 Low involvement

1/26

Consumer Behaviour

Low Involvement Consumer Decision

Making


2/26

The nature of involvement

Involvement with a product is greater whenIt is important to the consumer

Self image tied to the produceSymbolic meaning tied to consumer values

ExpensiveImportant functional roleIt has emotional appealIt is continually of interest to the consumerIt entails significant risks: financial, technological,social, physicalIt is identified with the norms of a group


3/26

Types of involvement

SituationalSpecific situationsTemporary

EnduringContinuousMore permanent


4/26

Which kind of involvement is likely toresult in complex decision making?1. Situational2. Enduring

3. Both4. None


5/26

The hierarchy of effects

Formation of brand beliefs: cognitivecomponent of attitudesEvaluation of brands: the affective componentPurchase decision: the behavioural component

Assumes involved consumers


6/26

Low Involvement hierarchyPurchase of salt: discuss using Tata salt as an exampleConsumer receives information passively: passivelearningNo evaluation of information or brand

Over time, establishment of association: informationcatchingNeed arisesPurchase because of familiarity: no attitude towards

brand; no favourable/unfavourable reactionConsumer behaviour: inertia


7/26

Four types of Consumer Behaviour

BeliefsEvaluation

Behaviour

BeliefsBehaviour

evaluation

(Beliefs)

(Evaluation)Behaviour

Beliefs

Behaviour(Evaluation)

High

Involvement

LowInvolvement

DecisionMaking

Habit


8/26

High involvement with decisionmaking is?1. Brand Loyalty2. Complex decision

making3. Limited decision

making

4. Inertia


9/26

High involvement with habit is?

1. Brand Loyalty2. Complex decision


making4.

Inertia


10/26

Low involvement with decisionmaking is?1. Brand Loyalty2. Complex decision


making4.

Inertia


11/26

Limited decision making

Possible situationsIntroduction of a new productChange in existing brandDesire for variety

Beliefs, purchase, evaluationLearning passive: no active informationsearch or brand evaluation


12/26

Complex decision making: whichtheory?1. Classical

conditioning2. Cognitive learning3. Instrumental

conditioning4.

Passive learning


13/26

Brand Loyalty: which theory?

1. Classicalconditioning

2. Cognitive learning3. Instrumental

conditioning4.

Passive learning


14/26

Inertia: which theory?

1. Classicalconditioning

2. Cognitive learning3. Instrumental

conditioning4.

Passive learning


15/26

Theories of Low Involvementconsumer behaviour

Krugmans theory of passive learningSherifs theory of social judgement


16/26

Krugmans theory of passive

learningWhy do TV ads produce high levels of recall yetlittle change in consumers brand attitudes? Krugman: TV is a low involvement medium that

results in passive learningViewer doesnt link message to needs, brandbeliefs and past experiences

Information retained randomly because ofrepetition


17/26

Why is TV low involvement?

TV advertising animate, viewer inanimate(passive)Pace of viewing is out of the viewers control

Little opportunity for reflectionLittle opportunity for making connections

Print media is the opposite


18/26

Consumer behaviour implications

Consumers learn information at randomConsumers are information catchersConsumers evaluate a brand after buyingConsumers seek an acceptable rather thanoptimal level of satisfactionPersonality and lifestyle characteristics are not

related to consumer behaviourReference groups exert little influence onconsumers


19/26

Sherifs theory of social judgement

Latitude of acceptance: positions an individualacceptsLatitude of rejection: positions rejectedLatitude of noncommitment: neutralHighly involved individual:

Definite opinion Accept few other positions

Uninvolved individualNo opinionMore positions acceptable


20/26

Sherifs theory of social judgement

Fewer attributes

used to evaluatemore brands

More attributes used to evaluate fewer brands

Level of involvement

Low

High

Low High

Latitude ofacceptance

High involvement

Low involvement


21/26

For low involvement products advertisingshould be high repetition and short duration

1. True2. False


22/26

For low involvement products televisionrather than print media should be used

1. True2. False


23/26

For low involvement products advertisingshould focus on giving lots of information

1. True2. False


24/26

Low involvement products should bepositioned to maximise desired benefits

1. True2. False


25/26

For low involvement products consumersare likely to be more price sensitive

1. True2. False


26/26

References

Consumer Behaviour: Schiffman, Kanuk &Kumar, 10 th Edition (Pearson)Consumer Behaviour: A Strategic Approach

Assael, 2005 Indian adaptation edition(Biztantra)

low involvement

Documents