The Theory of Case

High Involvement
Low Involvement ---------------------------------------------
Utilitarian Ego-Expressive
Choice Version A Version B Version C
Usage Version D Version E Version F
 The Theory of Choice

1. Varieties of problem solving

 Extensive versus limited problem solving versus routinized response

2. Basic decision-making sequence models

 Utilitarian Choice Awareness :  Interest Desire  Action (KNOW  FEEL  DO)
 Hedonic Choice : FEEL  DO  (KNOW)
 Low Involvement Choice : KNOW  DO  (FEEL)

3. Variations within decision stages (parenthetical examples refer to low

involvement, utilitarian, and hedonic contexts, respectively)

 Decision process triggers (stock depletion, environmental interrupt, felt need)

 Types of search processes (passive versus active versus biased confirmatory)
 Processes for evaluating competing alternatives (casual/ limited versus extensive)
 Processes for refining decision and consideration sets (limited versus extensive)
 Decision rules and choice heuristics (buy the familiar, the best, or that I like most)
 The Theory of Choice (contd.)

4. Role of price in the decision

 Utilitarian Choice : Price as trade-off variable

 Hedonic choice : price as secondary (at best )concern
 Low involvement choice : price as deciding factor

5. Decision-making units and roles

 Buyers, Influencers decision makers, users

6. Factors influencing the purchase decision

 Personal (e.g., personality disposition, hierarchy of needs, lifestyle, values)

 Socio-cultural (e.g., social class, gender, age, ethnicity, family, peers)
 Situational (e.g., competing alternatives, marketer actions, product risk factors )
 The Theory of Use

1. Relationship description
 (length of association, frequency of use, relationship history and initiation source, changes
over time, descriptive interpersonal relationship analogue, strength of relationship)

2. Category and brand meanings derived from use. (Provision of

relationship benefits)

3. Satisfaction models

 Utilitarian : classic expectation confirmation paradigm

 Hedonic choice : relationship quality model; desires congruency model
 Low involvement choice : absence of negatives inertia model

4. Varieties of brand loyalty

 Utilitarian : reward for performance

 Hedonic choice : affective commitment
 Low involvement choice: habit
 Contd.

5. Triggers of the re-evaluation process/central threats to the

relationship

 Utilitarian : provision of new information

 Hedonic choice : competing brand replicating experience; change in brand/ self image
 Low involvement choice : interrupts in the environment; saliency of alternatives

6. Relationship consequences

 Utilitarian : repeat intention, recommendation to others

 Hedonic choice : forgiveness, tolerance, missionary zeal, ignorance of alternatives
 Low involvement choice: predisposition to buy
 Differences in Extensive, Limited and Routinized
Problem Solving Models
DECISION STAGE

When Product When Need Information Evaluation Purchase Post-

Class is Brand is Arousal Search Behavior Decision purchase
evaluation

Extensive New New New Need Careful

Problem EXTENSIVE
solving
Limited Problem Familiar New New Brand LIMITED Casual
solving

Routinized Familiar Familiar Product NONE By

Response Depleted Exception

Awareness  INTERESTDESIREACTION
KNOWFEEL DO
 Variation in choice

Decision state?

Utilitarian Triggers?
Problem solving?
search

Low Involvement Hedonic

 Variations in Consumer Choice Phenomena
Utilitarian/ Instrumental
Low Involvement
Know Do  (Feel)
Trigger = Stock depletion
Passive Search
Limited / no evaluation of alternatives
Rational use of information
Expectancy-confirming
Process: Choice heuristics: “Buy the
familiar” ; Buy the Cheapest“
Ultimate Choice: Satisfying model
Price as deciding factor
Know -> Feel -> Do
Trigger = gap (actual - desired)
Active Search
Rational Use of Information; Rational Evaluation of
Alternatives
Process: Extensive Problem Solving -> routine
response
Choice heuristic: "Buy the Best“
Ultimate Choice: Trade off among competing
alternatives
Price as trade-off variable
Hedonic/Ego-Expressive
Feel  Do  (Know)
Trigger = Impulse, need
Confirmatory Search
Rationalizing evaluation of alternatives
Process: Choice heuristic: "Buy What I Like“
Ultimate Choice: Satisfying model
Price as secondary concern
 Variation in Usage

Utilitarian
Satisfaction?
Loyalty?
Relationship?
Effects?

Low Involvement Hedonic

 Variations in Consumer Usage Phenomena

Loyalty= reward for performance

Utilitarian/ Instrumental
Satisfaction=(Performance minus
Expectations) compared to alternatives
Relationship=Brand Partner Quality
Relationship repeat, word - of-mouth,
price premium

Low Involvement Hedonic/Self-Expressive

Loyalty= Inertia, Habit Loyalty= Affective Commitment

Satisfaction= Absence of Satisfaction= Brand-Self Image
Negatives Congruency
Relationship= Behavioral Relationship= Love, Commitment,
Interdependence Self-Concept Connection
Relationship Predisposition to Relationship Trial Extensions; Word-
Rebuy of-Mouth Missionary, Forgiveness,
Tolerance, Price Premium
 Marketing Considerations Across Core Motivational Conditions

Keys to Continuity : Product Performance

Utilitarian/ Instrumental
Provision of Information
Central Threat to Continuity : Better Performing
Alternative

Low Involvement Hedonic/Self-Expressive

Keys to Continuity : Saliency of brand Key to continuity : Clear, Relevant

Insured Product Articulation of brand
Availability Image
Central threat to continuity : Interrupts in Central threat to continuity : Change in
purchase cycle self or brand
image
Summary of Differences in Purchase and Use Across Core Motivational
Contexts
Choice Decision :
Decision Sequence
Process Trigger
Search/Information Gathering
Evaluation of Alternatives
Primary Decision Rule(s)
Usage Experience :
Satisfaction Model
Brand Loyalty
Pivotal Relationship Facet
Consequences of
Consumer-Brand Relationship
End in itself
Means to an End
Hedonic/Ego Expressive
Low Involvement High Involvement
Know-Do-(Feel) Know-Feel-Do Feel-Do-(Know)
Stock Depletion Gap (Actual vs. desired state) Impulse
Active
Passive Bias to confirm preferences
Rational
Limited/None Rationalizing
“Buy the Best”
“Buy the Familiar” “Buy What I Like”/
Go for Something Different”
Absence of Performance minus Brand self-image
negatives Inertia expectations as congruency
model compared to available
alternatives
Affective commitment
Habit Reward for performance
Brand partner quality, Love and commitment
Behavioral
interdependence trust
Repeat intention
Consumer missionaries
Resistance to competition
Repeat intention Trial of brand extensions
Predisposition to buy Positive word-of- Willingness to pay more
mouth, Price premium Tolerance, forgiveness,
accommodation